The Abashevskaya toy festival is held in the town of Abashevo, in the Spassky District, and is positioned as a free creative festival with an emphasis on pottery and familiarity with the Abashevskaya toy. The festival is aimed at creative people who are interested in art, especially clay modeling, designers. These days the city hosts master classes in toy-making, exhibitions of works that are brought by the masters. Now the problem is that the festival is perceived as something archaic and outdated. Therefore, the main goal of the redesign was to show relevance and rethink the festival in the direction of a space for creativity and creativity.

The style is based on recognizable silhouettes of toys. The main graphics in the visual style are the most common silhouettes of Abashevsky toys: deer, horses, ladies, birds, riders. While working on the research, I was looking for visual parallels in colors, form and plastics in the history of art and in what surrounds me and what I encounter every day. During the study, it turned out that echoes of the Abashev toy can be seen in many types of art: the shape of the toy is similar to sculptures of Iranian origin and to paintings on ancient Greek frescoes, a similar color scheme was seen in many “Arrows” posters, and the plastic of the toy clearly resembles modern sculptures. Before working on the style, I did a large-scale visual research. So during the visual research, it turned out that the toy has a mythical and mysterious nature, so the typography used in the style gives a sense of layering. The main colors in the visual style are the most common shades in the painting of the Abashev toy.

This project was carried out as a student project at the HSE School of Art and Design in 2022, curated by Ivan Vetrov.