Maslenitsa is an annual open-air festival featuring a variety of events, such as food tastings, dancing, singing, and other entertainment, attracting large crowds. This holiday is traditionally celebrated at the end of winter and symbolizes the arrival of spring and the awakening of nature after a long period of cold. Maslenitsa not only celebrates the joys of the warm season but also marks the farewell to winter, emphasizing its cultural and spiritual significance. This brand identity was developed specifically for the 2026 Maslenitsa celebration in Moscow.

The project’s stylistic elements include typography adaptable to any medium, referencing Old Church Slavonic script, and vibrant 3D illustrations of some of the holiday’s most recognizable symbols, such as the caramel rooster, copper samovar, balalaika, kokoshnik, and, of course, the sun. The festival’s ability to change its style from year to year allows for some freedom in the design approach, sometimes allowing for playful solutions.

To clearly demonstrate the principle of typography working together with illustrations, an animation was created set to traditional balalaika music. It can later be made even more dynamic and bold, depending on the specific needs. The color combination of fiery red and crisp white was chosen to support the overall mood and atmosphere of the festival, as well as to enhance recognition. Every element of the visual language of this identity is intended to evoke a playful mood, an atmosphere of togetherness, and even appetite.