Entries

Name

RIVER MALL. BRUSHES INSTEAD OF A LOGO

Advertised product

RIVER MALL

idea

NO ONE LOVES SHOPPING. YET. River Mall is the first large-scale shopping mall in one of Kyiv's most populous districts, located along the Dnipro river. JUST RELAX. A lot of people get nothing more than stress from shopping trips. They would rather relax on the beach — not go to a mall. This insight — and the mall's location — gave us the positioning for River Mall: ‘relax shopping’ that allows people to unwind, enjoy themselves, food and everything that isn't associated with malls. IT FLOWS. Rivers constantly change. They're never the same as a few seconds ago. This principle of never-ending change became the basis for the visual identity. Like a river, River Mall changes with each new visit. Something new is always waiting: from fashion collections to new foods. So we made an identity that "flows". We created a set of brushes instead of a logo. No strict rules. Just grab them and create. However you want. Make a million forms, each one different than the last. And go with the flow.

credits

Anze Jereb, Executive Creative Director Denis Keleberdenko, Creative Director Elena Kolesnikova, Strategic Planning Director Maria Teterin, Head BBDO Branding Maria Plotnikova, Art Director Dima Kishka, Creative Group Head Ira Muravyova, Copywriter Timofey Dudin, Designer Togzhan Slyamgaliyeva Designer Kateryna Magon, Account Director Vika Melnychuk, Account Manager Alexsandra Guliai, Producer Igor Atamanchuk, Motion Designer