Development of a brand book for the clothing manufacturer "Emas". Style with taiga character
Goal
To form a positive impression about the Ugra manufacturer of modern youth clothing, to create a holistic, trustworthy brand.
Objectives
Develop a modern brandbook, which would clearly spell out the nuances of using corporate identity and communication strategy
Implementation
This is another case that became possible thanks to our cooperation with the government of the Khanty-Mansiysk Autonomous Okrug – Ugra.
The customer produces premium quality clothing under the brand name "Emas", which is suitable for everyday life in the city and for recreation in nature. When designing collections, designers often use traditional symbols of the region, but do not go into folklore. Therefore, we had an important task – to avoid such references when developing a brandbook.
The target audience of the brand is men and women under 40 years. These are people who live in the cities of the Khanty-Mansiysk Autonomous Okrug, or bring gifts to friends and acquaintances in other regions.
We were lucky with the customer - he willingly answered all the questions we were interested in, spoke in detail about the business and the history of the brand and explained that for him it is categorically unacceptable in design. Therefore, we clearly understood what was expected of us and immediately began to develop the concept.
An interesting challenge in this case was the desire of the customer to create a national Ugra brand, without references to folklore and the use of traditional ornaments. The goal was to position Emas as a manufacturer of casual clothing, where everyone would find a suitable image with character.
To do this, we used a color scheme that maximally corresponds to the natural colors of the Ugra forests, namely dark green, black, brown and orange. These colors cause associations with naturalness and environmental friendliness.
In the corporate pattern, we used the stylization of pine cones and spruce twigs - a reminder of the famous coniferous arrays of picturesque Ugra.
Back in the brandbook, we showed how all these elements will look on forms, commercial offers, notebooks and souvenirs.
Our marketers have developed several slogans that bring Emas even closer to customers and emphasize the authenticity of the brand. What is the only sentence: “Ugra in every stitch, in every shade”?
During the work with Ugra brands, we learned so much about this amazing land that we only need to learn the Mansi language and learn how to beat a shaman tambourine. Although a good creative will give a head start to any shaman!
Result
The customer received a high-quality brand book that will help its employees easily adhere to corporate identity. Now the management of the company "Emas" will be easier to form a holistic brand and achieve maximum recognition.
We reflected the regional identity of Ugra, however, an excessive bias in folklore was not allowed, and the brand remained focused on a wide audience. The customer is happy with the cooperation, and our creative hearts are happily beating and anticipating new exciting projects!
