Victory
Graphic Design & BrandingIllustration for Victory supermarket's limited edition tote bag. Chosen 1st place out of 40+ designs, capturing the soul of Tel Aviv through one scene.
Capture the Tel Aviv feeling
Victory invited designers to submit an illustration that would live on a limited run tote bag. The brief: capture the spirit of Tel Aviv in a single scene- vibrant, local and instantly recognisable. 40+ designs were submitted, and mine was chosen for 1st place.
Living life on a bike
Tel Avivians don't just commute on bike, they live on them. They drink coffee mid-ride, carry flowers, groceries, return from surf or yoga. My illustration zooms into the city's iconic bicycle scene and the joyful energy of people who refuse to ever get off the saddle.
From brief to bag
The Tel-Aviv feeling
My role
Concept development, illustration and graphic design end to end. From the initial brief interpretation through rough sketches, Procreate drawing and Illustrator clean-up to the print-ready final artwork.
Key decisions
I chose to anchor the scene at the bicycle lift- a real Tel Aviv landmark, because it compresses the city's cycling culture into a single recognisable moment. I wanted energy and movement: overlapping characters, saturated colour and just enough detail to reward a second look.
