LÚČNICA - The Meadow of living traditions

Creative idea

For the 75th anniversary of the iconic Slovak artistic ensemble, we rebranded the image of Lúčnica with brand new purpose: 'Youthfulness and cultivation of traditions and the beauty of Slovak folklore live for everyone' and new brand claim, 'The Meadow of Living Traditions' because the meadow is confined within the brand name. Dance, music, and artisticity became seeds of the visual identity. The new symbol visually represents a meadow flower and a dancer, creating the logo with a custom new font. The new logo carries the legacy of the original graphic element that was part of Lúčnica from its inception.

Brand name: LÚČNICA
Advertiser / client: LÚČNICA
Product / service: LÚČNICA
Campaign name: LÚČNICA - The Meadow of living traditions
Agency network: INDEPENDENT AGENCY
Agency: MADE BY VACULIK, Bratislava
Web address: https://www.lucnica.sk/en/
Chief creative officer: Milan Bielik
Executive creative director: Milan Bielik
Creative director: Andrej Hrivnák
Art director: Matej Klíč
Copywriter: Milan Bielik, Andrej Hrivnák
Account director (agency): Blanka Stručka Blahová
Strategic planner / strategist: Alexandra Martinákova
Senior planner: Lenka Dzurendová
Digital strategist: Alexandra Remo
Additional company: Typographer - Ondrej Jób