BULLI BEER BUS
ABOUT
Bulli is a pet project of three friends who transformed an old 1978 Volkswagen van into a mobile beer tap. Dubbed „Bulli“, the van tours around the Czechia, providing smaller breweries with a platform to connect with broader public. This unique form of catering is ideal for corporate events, weddings, and small festivals.
Bulli Beer Bus is the first concept of its kind in Czechia, and I am thrilled to have had the opportunity to help this project from the beginning.
SCOPE
February 2019 — May 2021
— Logo design & branding
— Visual design
— Motion design
— Motion design
— Photography
— Consulting
CHALLENGE
Design a brand that showcases the shared passions of car history and beer love. Convey the feeling that Bulli is a passionate project that has been resourcefully put together and is worth following from the beginning.
OUTCOME
New logo, branding and marketing materials helped introduce Bulli to both classic cars and beer aficionados as well as potential sponsors and customers.
— — —
First things first
I joined the project when the car had just been purchased and taken apart. It was crucial to quickly build a following and share the reconstruction progress on social media.
Bulli was the brainchild of three close friends, each with a unique and indispensable role in the project. The initial step in content marketing was to take some candid photos of them in their natural setting, accompanied by a brief introduction of each person.
Deep dive into the past
A redesign of the current logo was necessary. I had a solid grasp of the project and was given a lot of creative freedom. A period of very in-depth research followed. I've seen hundreds of 70’s logos, studied periodic design trends and books, binged old automotive print ads.
Then I dived in the lifestyle, the music, the fashion and the art of the late 70’s. I immersed myself as much as possible in this period, channeling the truest retro feel I could, without falling into the kitsch category. (Found some awesome underground rock bands in the process!)
To catch the eye
I also co-designed the look of the car by selecting its color and creating illustrations from several angles. The color had to be fresh, light, and pastel, with a mix of tenderness and boldness. It needed to be eye-catching — on every event, in any location, in every lightning conditions. It also had to reference the historic color variations of the car. The final choice was a code-named „Mint“.
From punk to swing
A progress documentary was filmed during the car's reconstruction. I created an intro and some small graphic elements, like lower thirds, to go with the video. With the brand's basic elements defined, I chose a music that fit nicely together with the feeling we were going for. The initial country/punk music proposed by Bulli team was replaced with a swift swing, and we moved from contemporary animation to a design reminiscent of old crime show intros.
↓ Photo dump from the process of restoration
Let’s hit that hit!
Another task was helping Bulli with a crowdfounding campaign to spread awareness about the project. I collaborated on determining the communication strategy, then I designed the rewards, from ideation to design to production. Our combined efforts reached a wide audience, appealing to car enthusiasts, beer aficionados, and corporate representatives.
As a result, the project received support from the Czech branch of Volkswagen Group, the maker of the car.
Even more fun things to do!
With everything designed and taken care of, I could switch roles and do some occasional photography. Bulli team was working tirelessly as their first summer season approached.
They managed to secure a spot right in the city center, where they offered beer to locals and tourists from late morning till early night time. It was amazing to see the town square so lively!
Let's wrap up!
