In 2016 Shumensko Beer decided to bring back to life the legendary “Shumensko Special” on the occasion of its 50th anniversary.

In the 60s Bulgarians used to call it “Bombichkata” (lit. The little bomb) after its distinctive bottle shape. To celebrate the comeback of people’s favorite beer from the past, we created an illustrated campaign dedicated to the times where it comes from and put the bottle’s distinctive shape in the center of our campaign. The illustration styles were fully inspired by the forms, colors, textures and typography used by famous Bulgarian artists from the 60s and 70s.

“Bombichkata” greeted people on their way to the seaside with nostalgic summer visuals.

“Cheers!”

“May the tailwind be with you”

“Cheers!”

“It’s summer!”

“Let me kiss you”

The birthplace of Shumensko beer is the town of Shumen, which was celebrated with a special outdoor campaign. The images were craftfully created to resemble some of the iconic symbols of Shumen.

“Bombichka with dangerous charm”
(resemblance to the iconic Bulgarian movie “Dangerous charm”, starring the Shumen born actor Todor Kolev)

“Symbol of Shumen”

Carefree time and lightness are in the very heart of Bombichkata, that’s why in 2017 it greeted people with a leisurely campaign putting music in the spotlight. The illustration styles were created accordingly to each music era and its typical graphics.

Bombichkata made Christmas special for the beer and letter lovers. Shumensko let people send authentic, hand painted Christmas cards to their loved ones in a few easy steps online. And all that for free. Isn’t that nice?