The making of the Magic Card for customers and guests of Art. Lebedev Studio’s stores and cafés

Overview   Process  

Piling up the first sketches.

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Art director: Nope, that’s not it. Let’s play with our logo. How about we turn it into a percent sign?

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Art director: Needs to be more sophisticated. It’s gotta look cool.

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Designer: Like this?

Art director: Cool, but that’s not exactly us.

Trying different approaches and solutions.

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Art director: Now it’s about us and Arbat Prestige (a Russian perfume retail network).

Showing fresh sketches.

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Art director: Now you’re talking. Numbers 1, 6 and 7 can see further development.

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Art director: Print it out and hang it on the wall—let it ripen for a while.

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Art director: We’ll go with the first. But our logo has to be on the front.

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Art director: Also, the back needs some work. We have some unused percent signs somewhere, don’t we?

Designing the back without the percent signs. The back has to contain a bar code with a five-digit card number. A traditional EAN-13 is too large for that. Finding a more compact Code 128.

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Typesetting and sending to a print shop.

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First samples come from the shop.

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It’s all very bad. Not a single parallel line, no correct blotting-outs. Changing the print shop and making our requirements more clear.

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The concept has changed. The word “discounts” on the front has to be replaced with the word “magic” translated into different languages. First, we use Google Translate.

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Typesetter: Should I ask someone for a proper translation, or are we short on time?

Art director: All the words must be correct.

Asking everyone at the studio to submit the translation of the word “magic” in every language they know.

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That was fruitful. Exploring the difference between magic and wizardry in all these languages (because we need magic—good and pure), typesetting the card over again and sending to print.

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