YEAR: 2025 CLIENT: Lech
SERVICE: Campaign Illustration, Packaging Design, Custom Lettering
Illustration created for the LABA (taking its name from the Polish slang for carefree laziness) campaign by Lech Beer, celebrating moments of relaxation and carefree summer downtime. The artwork is an expressive, hand-drawn botanical composition, building a playful landscape around the word “LABA”. The dense arrangement of plants, flowers, and hidden details creates a lively environment that reflects the spontaneity of outdoor living.
The project centered on the Laba Pack: a bespoke gift box featuring seasonal seedlings, a herbarium, and curated outdoor essentials. This collaboration was designed to navigate strict alcohol advertising regulations by shifting the focus from the product to the ritual of relaxation and nature.
The Business Value: In a highly regulated market, the Laba Pack became a viral summer staple—a collectible, “broadcast-ready” gift that influencers could share freely on social media. Successfully launching three new fruit-inspired beer flavours through organic engagement rather than standard commercials.
