As part of my thesis project, I rebranded the contemporary Russian clothing brand if you like, with the goal of expanding its presence in the international market.
ROOTED — reflects the core idea of the brand: a connection to origin, the earth, and native culture.
Metaphor: Peter the Great broke a window into Europe—the brand opens it back to showcase Slavic culture to the foreign consumer.System: The visual identity uses наличники (window casings) as a reference to this metaphor, along with a photographic style that conveys the environment in which the culture was formed. The initial color palette features shades associated with Russian culture—white, red, and green.
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760
Original size 3245x1760