Price per Effort and Proficiency is a rather straight-forward way of monetising labor. But what happens when there is the emotional and personal fingerprint of the craftsman added to the end product? Whose added emotional matter costs more? Why? Gets misty. The subjectivity of the fluctuations in pricing of Art is the topic of an Art show, that took part in Belgrade, Serbia across multitude of locations in the 2021.

Who reads the instructional leaflets that come with electrical appliances? Technology nowadays is to-the-point accurate with its' big flashy buttons. But there is always better way of understanding, usage and maintainance, than the the unaware way. It is all written in the list and up to you to read it and follow. Or not.

Made to visually resemble technical instructions, but with the information structured in an off-putting and ambiguous way, the leaflet was unironically not broadly used. Having this in mind, each brochure held half of a A1 poster on its other side, leaving to many of the visitors the chance to acquire something of value by just grabbing 2 spare leaflets with them.

The Price/Prize is Right

2021

Creative Direction, Graphic Design, Printed Matter

Doma Art Foundation

Various

Pizzoteca was a resident-run arena for dough-spinning, late-night bragging, and the kind of communal chaos only a good pizza place can hold. Over for now, but not necessarily forever. Keep your ear to the ground: eating yesterday’s pizza while hungover might soon shift back into an unnecessary nostalgia.

Nothing screams identity louder than the 70s Italo-disco universe: neon haze, glossy surfaces, Pirelli attitudes.

Layered onto that is the universal truth of parties and kitchens alike: they all end the same way. Flour everywhere, someone dancing, someone crying, and eventually someone cleaning up the mess.

That tension between glam and grime became the core of the design direction: indulgence up front, reality right behind it.

Pizzoteca

2024-2025

Art Direction, Graphic Design, Copywrite

Lokum Creative

Pizzoteca

Vasil Germanov

Without a shame, came a very honest demand: This is a brand that will praise seductiveness, thus listing itself as an exclusive: A move that is counter-intuitive to other brands alike. Amusea stood firmly behind its goal to celebrate the female body and put it on a pedestal. Leaving. Bystanders. At awe.

While the client came with an another name in mind, after a consultation, a new one was proposed. Combining “Amuse” with a an ending that is characteristic of a mythological creature, a goddess or, a muse - a new chapter of the brand voice was opened. Instead of branding the apparel, the new goal was to shape a backstory of an enchantress that champions female allure.

Next, a bespoke typographical logotype was created from scratch, a one that should resemble the wave peaks, shimmering while they move gently. In addition, the logotype was intended to have an impish character, conveying the awareness to the game of seduction and its devilish insolence.

Copywriting was added to the box, holding the tale of Amusea the Enchantress, branding the swimwear within as a relic or a sacred instrument bestowed to the one who holds it.

Amusea Swimwear

2024

Art Direction, Graphic Design, Printed Matter, Motion Design, Copywrite

Amusea

Lokum Creative

Vasil Germanov

Langman Prijs is a biannual award-giving event for young entrepreneurs for the northern Netherlands. It celebrates novelty thinking and persistence for startups or emerging brands who stand out with their rapid growth. Apart of a monetary support, the organisers hand out a physical award that would hold memory and sentimental value.

A team that got to this point of achievements is undoubtedly in love with what they do and where they are going. Apart of rule benders and game changers, they are people, who sacrifice a lot along the way of success. They are not alone in this.

The award is in its kind, an Ode to the unsung heroes that follow along the ambitions of the driven ones.

The 'package’ is consisted of objects that refer to the daily routines and the office amenities that walk a company through the path of success. Those small objects support and modify the negative aspects of everyday hardship, offering a mitigated substitution to the comfort missed for the greater good. They are inseparable 'helpers' on the way of creation.

The spared lunch in the workspace, instead of outside. Saving time in order to get back at the tasks as quick as possible. Each award consists of one sandwich that bears the logo of Langmanprijs and the year of receival.

The comfortable chair. The backbone of backbone. Not just a metaphorical support throughout. Day in, day out. The award has a piece of foam, identical to the one found in the cushioning of an office chair.

Order and consistency are key characteristics that guide success. The sorting file box stands for this allegory, while providing togetherness, ‘sorting’ all the objects into inseparability as the reasons behind receiving this award. A custom box was made, having the Langman Prijs logo engraved atop.

Langman Prijs

2019

Creative Direction, Graphic Design, Printed Matter, Product Design

Langman Prijs

Denislav Golemanov
Petar Stanchev

After launching their swimwear, an only logical step from Amusea was to offer a second line in their products, dedicated to the effort in loving ones body and taking a good care of it. This time the direction for what was there to be achieved was very different.

The sub brand of Amusea came with its native demands for a more streamlined identity so as to (be) fit for its purposes. Built around a customised Futura-based logotype and retrofitted with a serif font, the branding assets had to combine typographic clarity regardless of the distance, while staying true to both its modern character and distinctive heritage.

Amusea Active

2024

Art Direction, Graphic Design

Amusea

Lokum Creative

Vasil Germanov

The client desired a distinctively negligent image for his branding, yet with a clear attitude towards the details. This was to be achieved in order to follow the chef’s special approach to making cheeseful sandwiches with a sloppy but joyful manner.

A mascot-based identity, “The Brotherhood of Forbitten Hands” or simply a sterile, brut sanctuary where the Saints sin unbothered by the earthly beings.

Cheesus

2024

Art Direction, Graphic Design, Motion Design, Illustration, Copywrite

Cheesus

Lokum Creative

Vasil Germanov
Denislav Golemanov

6 photography and research based artists, from the 6 countries with physical border to Bulgaria, meet online in 6 meetings, trying to grasp on tactility of the Balkans, the traumatic and healing aspects of the local culture and if there are overlapping features.

Inspired by passports, small-sized city guides and the topology aesthetics of maps, the outcome is a book-riddle itself. Its sections have indexations that invite the reader on a jumpy quest between the borders of each thematically devised chapter.

To Touch At The Edge

2023

Creative Direction, Art Direction, Graphic Design, Creative Editor, Illustration

Self Initiated

KOOP Gallery
EEP Berlin

Vasil Germanov

Code is a passionate mother and daughter run project.

Code has to get to point. Be robust and unsweetened.

Code is reaching out for the hearty people, regardless of who they are and where are they going.

Code’s products stand on custom formulas with no compromises whatsoever.

Longstanding chemistry background, Certified natural ingredients. Meticulous supervision. Inclusivity and warmth. Veneta and Sylvia. All gets in the Code.

Having this name in our century, the direction chooses itself. In order to reassure and expand further, the task was to encircle the digital rigidity with the symbol of beautifying materials from nature that are known from centuries.


What was found as a crossing point between past, present and future is the meaning of “recursion”. It is to be found in the yeast, taking a piece from the previous yield in order to start a new one. It is in the core of the symbol of Ouroboros: the self-eating snake. It its also a common coding principle of iteration through data.


1. A logo with a hidden loop of reinvention.
2. Hard coded soft touch.
3. Recursive beauty. Made by Code.

Code Beauty

2025

Art Direction, Graphic Design, Copywrite

Code Beauty

Lokum Creative

Vasil Germanov

A telephone becomes the fragile lifeline between a woman and her departing lover, transforming into a conduit for her profound emotional turmoil and a symbol of the connection slipping away.

For Kosta Karakashyan's modern interpretation of Cocteau's The Human Voice, we based the whole identity over resembling characteristics of the phone, turning him into a protagonist in the play ana a messenger for the upcomming piece.

In her own voice

2023

Art Direction, Graphic Design, Printed Matter, Motion Design

Kosta Karakashyan

Lokum Creative

Vasil Germanov

No Point Atelier is a silkscreen printing atelier and indie publishing, and an art residency nestled in the mountains of Bulgaria. If that was not enough, for their most adventurous they packed their printing technique at the back of their bus and travelled through Europe, interacting with local artists, thus establishing the first travelling risograph studio.

Risography is a difficult to explain process. In two words: it is very fast, hands on process that comes with an array of possible malfunctions. You could say the same for any long road trip taken. The identity pays homage to this sloppy ingenuity and the cluster of bits and bats that recall ones’ adventure. Its an aesthetic on its own.

Basing all the graphics on highway aesthetics: we made a logo inspired by motor-clubs, many bumper stickers to communicate their trip stops. We were even naughty enough to change their partners’ logos to something you might find for an outlet shop, a hostel, or a billboard ad. Anything outside town.

At the end, we designed a book, consisting of their travel journals, binded together with the original prints that were conceived throughout the trip.

Risonate

2023

Creative, Art Direction, Graphic Design, Printed Matter, Motion Design, Web, Book Design

Nopoint Atelier

Miroslav Zhivkov
Yana Nikolova
Petar Stanchev