To present Zhiguli as a unique premium beer of the past, as a luxury product in the Soviet Moscow, hence, throughout the Soviet Union. A beer that both business travellers and holiday-makers in USSR were dying to try. A true rarity in those days.
Idea:
State emblems of USSR as an explicit reference to the past. We apply stylized state emblems of the Soviet republics covered with short-supply products and snacks that match Zhiguli beer perfectly so as to create emotional and visual links to the legendary age. Beer is in the heart of this design.
Interesting facts of how those products appeared and existed in the Soviet period and how they were related to Zhiguli beer are presented as a flashback to the past.
