It often happens that a simple brief becomes a multidimensional story. And so it happened with the wonderful story of Frederik, a cute castle rat, which soon came to life inside and outside the castle souvenir shop and became a symbol of the Ljubljana Castle. Friderik the castle rat is the oldest inhabitant of the Ljubljana Castle and a new trademark of the castle souvenir shop. The client's desire for a modern souvenir shop was first placed into a broader context and a research of the market and the history of the castle was conducted.
We were looking for a strategically thought-out solution with a long-term application for the Ljubljana Castle. In the process, the story of castle dungeons emerged where many well-known people were imprisoned, among others Erasmus of Predjama and Ivan Cankar. But in the dungeons there were also rats.
We imagined these rats tallking to the prisoners and witnessing many events which were taking place there. But we discovered our own character which will carry its story and which has enough potential for long-term development. Thus, with the courageous support of the client, the idea of a mischievous rat becoming the main character of the Ljubljana Castle came to life.
The rat knows all the stories of the past and witnesses everything that happens at the castle. A new brand name was born, represented by the castle rat Friderik, a stylized black-and-white character which was thoughtfully designed to appeal to both, the young and the old. A different, unusual, but endearing character has become a storyteller which transcends the souvenir shop as it delivers and directs the contents of the castle in all its locations and communication platforms.
The renovated castle shop was strategically moved to the entrance into the castle yard. On its shelves there is now a completely refreshed offer of boutique products and special gifts which are visually connected by the image of Friderik.
