Problem
The souvenir market is saturated with generic items. Mass-market retailers offer the same things: magnets, printed mugs, and postcards. Museum shops are overpriced and overly academic. Independent creators offer interesting pieces, but they lack a cohesive series. Yet, there is a clear demand for unique souvenirs that possess history and character, particularly among those who appreciate fantasy aesthetics.
Goal
Develop a design concept and visual identity for a souvenir line based on European medieval bestiaries, and create a collection of physical products in a cohesive style.Objectives
To research European bestiaries and select creatures for the product line. To analyze the souvenir market and competitors. To define the target audience and positioning. To develop a name, brand platform, and visual identity. To design the product assortment.
Concept
«Fabeltier» is a souvenir line based on creatures from European medieval bestiaries. The foundation is not a direct reproduction of engravings, but a unique interpretation—a unifying style applied across molded ceramics, figures, textiles, and print media.
Nomenclature
Fabeltier (German) — «fable creature, ” a reference to the European tradition of bestiaries.
Target Audience
People interested in fantasy, mythology, and unique aesthetics. They don’t have to understand bestiaries; what matters to them is the look and character of the item.
Designers, artists, board game enthusiasts, collectors, and attendees of fairs and festivals.
People searching for an original gift or souvenir with a story.
Tourists, students, marketplace shoppers.
Competitors
Direct
Suffering Middle Ages
Merchandise and ceramics featuring creatures from bestiaries. Humorous, meme-driven presentation. Wide audience appeal.
Partial
YAGA
Apparel with prints inspired by medieval manuscripts. Primarily patterns; creatures appear less frequently.
Background
Makarov Ceramics
Original ceramics based on mythology. Gallery-level, one-of-a-kind pieces.
Brand Platform
Mission
To transpose medieval creatures from manuscripts into everyday objects.Values
Authorship, historical grounding, series integrity, and functionality.Tone
Serious, yet not academic. Mysterious, yet not dark.Positioning
Not a museum souvenir or flat merchandise, but an author-driven line of objects with history and character.Project Team
