#TheAlternativeSchool x We Invent are launching the #YoungLady interview series, recommended by RSM, empowering female talent.

Some people are born creative, others grow into it. As part of the #YoungLionsRomania2025 series, meet Catalina Manea – a rare fusion of skills – an artist at heart, a designer by craft, an early bird business woman and a poignant storyteller.

Alongside Alexandra Moisescu, Catalina won the Young Lions Print competition, empowered by Ursus Breweries, accessing the complex festival content @CannesLions, for a week, in june 2025.

Her journey began in Constanța, where the sea wasn’t just scenery, but a muse. From painting seashells with makeup as a child to shaping the identity of bold branding projects at 5 to go, her creative path has been driven by deep passion and sharp sense of purpose. “Resilience, wit & finding sources of humor in hardship – that’s Romania’s Creative identity” in her view. The interview below proves it.

WHAT WOULD MAKE YOUR SOUL SING? WHAT MAKES YOU HAPPY?

The little things – as long as they’re done with love – bring me joy. I find happiness in simple yet unique moments spent with the people around me. No.2 – Nature recharges me, but the sea… the sea feels like home. I was born in Constanța, so I can definitely say I’m a ‘sea girl’ – whenever I’m near water, my soul bursts with joy.

A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY

I fondly remember playing with my friends on the street in front of my house in Constanța. I would always find an excuse to create something crafty. One of my earliest memories is of a relative gifting me a makeup set, thinking I’d start using it. But… I saw it in a completely different way.

I grabbed my collection of seashells and sea-worn glass shards, found on the beach in Constanța, and started ‘doing their makeup.’ I ended up using the entire makeup set on them! After that, I ‘invented’ an exhibition right in front of my building, where people could even buy my creations. I made 8 lei back then—the equivalent of about 1.5 euros today—so I’d say I did pretty well!

Some kids sell lemonade in front of their buildings when they’re little; I was selling painted shells and stones decorated with lipstick and eyeshadow glitter.

BEST CONTEXT EVER FOR INSPIRATION:

The best context for inspiration hits me like a surprise party when I least expect it! It doesn’t matter where I am—whether I’m sipping coffee in a café, taking a quiet walk in the park or i-am at the party—my mind is always orbiting my projects. It’s like the brief is always in the back of my mind, nudging me with ideas at random moments. That’s why I don’t really believe in waiting for the ‘perfect time’ to be inspired. I just go about my day, with the brief casually floating around in my thoughts, and then—out of nowhere—an idea will pop up, often when I’m thinking about something completely different. It’s like creativity has its own timing, and when it decides to show up, it’s usually a pleasant surprise.

THE PROJECT YOU LOVED MOST

It’s hard to choose just one project I loved the most because, for me, every creation is special in its own way. However, if I had to pick, I would say that developing all of 5 to go’s private label products has been one of the biggest achievements of my life. From coffee capsules to biscuits, syrups, lemonade, hot chocolate, and croissants—pretty much everything in the 5 to go portfolio—I’ve had the opportunity to bring my creative vision to life in every detail.

I feel incredibly grateful that Radu Savopol and Lucian Bădilă trusted me and my vision, allowing me to shape these products with passion and dedication. Seeing them come to life and being enjoyed by so many people is truly fulfilling.

THE PROJECT OTHERS LOVED MOST

I believe the project that others loved the most is one very close to my heart—a collaboration with the National University of Arts and Design in Bucharest, specifically the Graphic Design department. This is actually the university I graduated from a few years ago, so when the second-year Graphic Design professor reached out to me to create a brief together for the students (along with the company I represent), my heart was filled with joy.

The students worked on redesigning the Ibrik coffee packaging to make it more appealing to their own Gen Z generation. And let me tell you—the results amazed us all! We were so impressed that we even launched a special collection of coffee bag labels in collaboration with UNArte.

The ‘IBRIK by 5 to go’ rebranding project was not just a creative challenge but also an incredible opportunity for UNArte students to showcase their artistic skills. We managed to inspire and motivate them to express their fresh vision for Ibrik coffee, which, by definition, preserves the traditional way of making coffee at home. Seeing their creativity come to life in such a meaningful way was truly rewarding.

THE BEST THING ABOUT LOCAL CREATIVITY IS

The best thing about local creativity is its authenticity – it’s rooted in the community’s culture and tells unique stories that resonate on a personal level. It’s fresh, original and often full of unexpected, inspiring ideas. Plus, it helps you connect with both small and larger communities who will remain loyal to your brand over time.

BEST STATEMENT OF LOCAL HUMOR

Fortunately, I believe Romania is the best at finding humor in hardship. Regardless of the context—political, personal, or cultural—we always find a way to laugh about it. This resilience and wit are deeply ingrained in our culture, making humor not just a coping mechanism, but a defining trait of our identity.

ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO LOCAL CREATIVES

My advice would be to build strong relationships with local networks and to listen carefully to the stories and experiences that shape local creatives. Understanding the challenges they face and their unique strengths will give you a better sense of what makes them stand out, both locally and internationally.

BEST PLACE IN BUCHAREST

For me, the best place is Piata Amzei in Bucharest. It’s where you can see everything you want – or maybe what you don’t – and that’s what makes it unique. The area has this raw, authentic vibe, and even though the places there are tastefully designed, they still carry the charm of their surroundings. Here, you can enjoy great food, whether expensive or affordable (like Nea Mihai’s famous merdenea), sip a well-made cocktail at Serafim or grab a quality coffee from one of the many cafés in the area. You can also admire historical buildings, such as Casa Mita Biciclista. The people who gather there create a genuine sense of daily emotion, blending the past and present of Bucharest in a way that feels truly alive.

BEST PLACE IN ROMANIA

The best place in my country is Tuzla, Constanța. It’s directly connected to the sea, but it’s also one of the most remote spots in Constanța, and I’m so glad it has stayed that way. Everything there is still wild and unspoiled. I actually first discovered it as a child when my parents used to take me there on weekends, we have a little cabin there.

I still remember a story my mother used to tell me about all the sea-polished glass fragments scattered along the shore—she said they were treasures left behind by pirates who once sailed the Black Sea. Not true, of course, but that little story made me watch Pirates of the Caribbean with entirely different eyes. Trust me, if you make friends with the locals and get invited to their lunch fire, where they cook fresh mussels in red sauce over a cauldron—and maybe have a shot of tuică with them— you’ll experience Tuzla at its true potential.

MOST DISTURBING CLICHÉ ABOUT IN ROMANIA, IN THE MEDIA OUTLETS OF THE WORLD IS

I think one of the most disturbing clichés about Romania in global media is the constant association with poverty and corruption, as if those are the defining characteristics of the country. While challenges exist, they don’t capture the full picture of Romania – a country with rich history, beautiful landscapes, and incredibly talented, hard-working people. The media often overlooks the positive aspects, focusing only on stereotypes rather than our dynamic and diverse reality.

ROMANIA SHOULD BE KNOWN FOR

Romania should be known for its remarkable local creativity and the incredible talent that emerges in almost every creative field – from art, design, and music to film, fashion, sports and technology. What makes me proud is how we, as Romanians, continue to stand up to the world in these areas, showing our resilience and innovation. It’s exciting to see how local creatives push boundaries, blend tradition with modernity, and make a name for themselves on the global stage.Romania is a place where imagination thrives and where we’re not afraid to show the world what we’re capable of.

YOUR VIEWS ON SPIRITUALITY

I believe in God, and my spirituality brings me a deep sense of peace. Knowing that there is a powerful energy around me, guiding me and giving me strength, light and wisdom, is something that comforts my soul. For me, spirituality is not just about religion; it’s about connecting to that divine energy and finding balance, purpose and direction in life.

YOUR VIEWS ON MONEY

I like good money, if you know what I mean – I enjoy earning money and, of course, spending it too. But for me, it’s not just about the amount. It’s about making money in a way that aligns with my values and principles. I would never compromise my integrity or personal beliefs for financial gain. The kind of money I appreciate is the one that comes from work, creativity and staying true to myself. Money can give you comfort and freedom, but it’s important that it doesn’t come at the expense of what really matters.

AN INSPIRATION SOURCE YOU RECOMMEND FOR A YOUNG CREATIVE

For me, one of the most creative and thought-provoking films is The Worst Person in the World. It’s a deeply emotional and honest story about a woman navigating the complexities of life, relationships and self-discovery. The film resonates with many women, as it explores how, around the same age, we all face similar struggles and dilemmas. It powerfully conveys the idea that it’s never wrong to choose yourself in life, even when society or others may expect you to conform. The film makes you laugh, cry and really reflect on your own identity and relationships. The beauty of it lies in its ability to capture the human experience in such a raw, relatable way, showing that even our most difficult moments can shape who we are meant to be.

A LOCAL BASED FEMALE TALENT TO BE PROMOTED AT INTERNATIONAL LEVEL

One local female talent who truly deserves international recognition as an exponent of the local creative spirit is Mihaela Zvînca. First and foremost, she is a mother—a mother to a good friend of mine—which makes this choice even more meaningful, as I’ve seen firsthand how creative she is.

She is an incredibly talented artist, working in painting, leather craft (you should definitely check out ZVINCA – THE FUNKY REBEL), and product design. She embodies the essence of creativity, constantly pushing boundaries with her work. She is the kind of woman I deeply admire, not just for her artistic vision, but also for the passion she puts into everything she creates.

BIO:

Ever since childhood, art and design have been an integral part of her life. She began this journey in the 5th grade, continued at the Art High School in Constanța, and later graduated in Industrial and Product Design from the National University of Arts in Bucharest. One could say she grew up with a pencil in one hand and an idea in the other.

Over the years, she has learned that good design is not just about aesthetics—it’s about telling a story, evoking emotion, and creating meaningful connections. Whether through branding, social media, or visual storytelling, she enjoys shaping identities that feel authentic and resonate with people. Creativity has always been her way of making sense of the world, and she wouldn’t have it any other way.

Before joining her current company, Catalina also studied in the Middle East and worked for agencies in both Dubai and Bucharest. As part of the cMBA #FutureProofCreativity program, Cătălina was a member of the good kids, m.A.A.d city team alongside Alexandra Moisescu, qualifying for the Young Lions Print competition empowered by Ursus Breweries.

Want to walk the same path as Catalina?

#TheAlternativeSchool launched the application for the next season: Young Lions Competition, 1 Roger Hatchuel & 2 ERA scholarships with destination Cannes are in order, as well as chances to win a place at the #FutureProofCreativity Module, taking place over zoom, between 5th of November-10th of December. More info here.

Solve or recommend the brief for those under 25 and stay tuned for brief dedicated to talents under 30, aiming for the YoungLions 2026.

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Cover photo credit: ME ALCHEMY / Iulian Ratescu