Pyaterochka
Retail branding | Brand Identity & Brand Guidelines
In 2013, the retail chain "Pyaterochka" underwent a complete rebranding. This process involved redesigning the logo and visual identity, updating the technical guidelines, and developing a comprehensive brand book. This project marked my first major endeavor after I started working as an independent contractor. I invited my closest colleagues to collaborate on idea development, and I led the entire project as the art director—from the concept stage all the way to the launch of the first revamped store.
The new logo and visual identity are designed to better represent the brand's values and demonstrate its commitment to offering high-quality, affordable products to customers. The updated technical standards guide ensures that all branding materials are consistent across all channels, including store signage, advertisements, and online communication.
The brand book was a comprehensive guide to the new branding strategy, providing detailed information about the brand's identity, visual style, and tone of voice. This ensured that all stakeholders, including designers and marketing professionals, had a clear understanding of the new direction and could implement it effectively. Overall, the rebranding efforts for "Pyaterochka" were successful, helping the company better connect with customers and stand out in the marketplace. The brand book played a crucial role in this process, providing a unified vision and approach for the rebranding campaign.
