Cosmonavt Studio has worked with Lion Heart Ultra Cross Triathlon since its second edition in 2017, shaping the visual identity, experience, and atmosphere of one of Bulgaria’s most demanding and beloved sporting events.

Now in its tenth year, Lion Heart has evolved from a bold, untested idea to a nationally recognised brand and a symbol of human resilience. We designed every detail - from the signage to the t-shirts, medals, and event atmosphere - to echo that spirit.

Winning over true fans. Building a community. Writing Bulgarian sports history.

A race with heart

Launched in 2016, Lion Heart combines three gruelling disciplines: a 3km swim in the open sea, a 96km mountain bike course, and a 21km trail run across the untamed terrain of Strandzha mountain.

Only 46 athletes participated in the first year. Today, over 1,000 athletes compete in two events: Lion Heart Ultra and Lion Heart Utopia (an Olympic-distance version held near Burgas). With each year, the race has grown in scope, impact, and design precision.

Challenge

Establish Lion Heart as a high-energy race that is a "must" in an athlete’s race calendar, increase participation numbers, and win over true fans.

Outcome

10 years later, the race is amongst the most recognisable in Bulgaria and has had continuous growth in participation numbers. In 2024, Lion Heart registered 20 times more athletes compared to the first edition.

“Those who dared brave the full distance of “Lion Heart” - from a total of 140 km of swimming, biking and running, are called “ultra” athletes. These men and women are the elite that stands out from the others by their limited edition T-shirts”

A living identity

The Lion Heart identity is not static. It evolves with each edition.

The T-shirt

The brand was built to live, breathe and grow alongside the athletes. Each year, Cosmonavt designs the official Lion Heart t-shirt - more than race gear, it’s a badge of honour. We introduced annual t-shirt designs that are categorised by type (Ultra, Relay, Fan, Volunteer, Team). By changing annually, it is building a visual archive of the race’s evolution. Over time, colours have shifted, but the intent remains: to be a keepsake of overcoming a great challenge and a symbol of belonging to a special tribe. The early editions have become collectors’ items - worn, remembered, and recognised across the triathlon community.

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The Medal

The race’s medals are modular - the medal for the individual competitor is comprised of three medals, one for each leg of the race. The swim, bike, and run medals form a complete emblem when joined.

The Anniversary Logo

In 2025, a new anniversary logo mark was created - a clean, geometric “10” that reflects the race’s bold character, its legacy, and captures its emotional core. The result is a living emblem - part milestone, part heartbeat, part roar- that was applied to all kinds of materials to celebrate the anniversary.

Artwork for the race

Designed to be heard

For the full 13 hours of race day, the atmosphere didn’t just unfold visually-it played out in sound. Cosmonavt’s Todor curated and mixed a continuous playlist to match the energy of the course, shifting from adrenaline to calm to adrenaline as the day progressed. Music became part of the race’s emotional arc, pushing athletes forward, welcoming them at the finish, and stitching the event together in rhythm. Every transition had a tempo. Every cheer, a beat.

Born to be bold

The day of the race is the most important day of the year - full of endorphins, sweat and smiles, that create a lasting memory in the minds of all involved. There is no better time to connect with a brand. We made Lion Heart visible on Base camp and 120 km of track by utilising every branding opportunity.

Built to move

Cosmonavt’s involvement has always gone beyond traditional design. Our team is embedded in the event - DJing, MCing, guiding athletes, managing volunteers, and refining operations.

We designed with deep understanding: signage that works at high speed; merchandise that celebrates personal milestones; medals that feel earned.

Personalisation at scale

In 2024, Cosmonavt introduced a new layer of personalisation. Every finisher received a race-day highlight video - capturing effort, stats, and emotion in one compelling narrative. It marked a new era of storytelling for the event. See the project here.

A symbol that lasts

The Lion Heart logo was born from a tattoo design. Over the years, it has gone full circle, reappearing as tattoos on the bodies of true fans. It became more than a mark. It became a symbol of personal achievement and belonging.

Results

Recognition

“For me, Cosmonavt is a rare type of design studio. It’s a relief to work with fresh, open-minded people who have a rich and vivid background and work in such a timely, professional manner. What we do I can hardly call work, for the process is a lovely experience that produces utmost results. What you get in the end is not just great design. You get a product with a soul if you trust them and leave them to it."
Filip Shavov, Co-founder and Race Coordinator
Lion Heart Ultra Cross Triathlon

“Everything ran smoothly, from registration to race day logistics. You could tell that a lot of thought and care went into making this event memorable for everyone involved. And let’s talk about the merch! The quality and design of the Lion Heart gear are top-notch. It’s not just something you wear once for the race - it’s a keepsake that I'll cherish.”
Boyan D., Athlete

Endurance, designed

Ten years in, Lion Heart continues to inspire. We’ve designed each touchpoint with clarity, meaning, and momentum.

From signage to soul, we’ve built a brand that athletes carry with them - on medals, t-shirts, and, sometimes, their skin.

In its 10-year history, the Lion Heart Ultra has become a synonym for triathlon in Bulgaria and a symbol of a high-quality sports event. It has revived the sport of triathlon in the country, and we expect that it will continue to surprise and delight its community.

Lion Heart: Designing a Decade of Endurance