MR Group is one of the leaders in residential and commercial real estate development in Russia. For 20 years, the company has been creating significant projects in this field. However, the branding did not reflect the company's ambitions and the breadth of its activities, necessitating a style update. The new MR Group style is based on company positioning as a visionary in the real estate market. Bold and ahead of their time — this defines MR’s projects. The rhythm and flow of MR Group’s architectural forms inspired the concept of the visual style, named “The Facets of the Future“.

Four guiding lines forming the MR emblem, reminiscent of facets, are key elements of the style and form the basis of the graphics. Signature blocks with a semi-transparent gradient resemble the glass facets on the facades of MR Group buildings. Each guiding line is unique with its own angle, creating an adaptive pattern. These recognizable diagonals set the dynamic and ensure the style's consistency. 

In a comprehensive guidebook for MR Group, all constants were documented illustrating how the updated brand communication would look, from business cards to merch, and even the packaging for the MR Group corporate fragrance to be used in the company’s office and sales offices. 

One of the key tasks was to adapt the style to digital formats — the style was developed for presentations and newsletters and the updates to the website and the app were supervised. It was also possible to consider how the “Facets of the Future“ would be reflected in offline formats — on flags, in navigation, and in interiors. Specific details, such as lighting in mobile exhibition stands, help emphasize the brand's forward-looking ambition. 

The new style was immediately applied in the printed catalog of all MR Group projects, marking the beginning of a significant collaboration between the agency and the developer.

Kroshka Kartoshka (literally “Little Potato“) is the first Russian chain of fast-food restaurants. For 25 years, the chain has been developing its unique format: baked potatoes with fillings, created as an alternative to classic fast food. Today, there are more than two hundred cafés throughout the country, but there is no single style in the design, and you can still find different versions of the logo, various color palettes, patterns, and slogans. The main task was to update and unify the identity and attract a young audience while maintaining brand recognition. 

The symbol of Kroshka Kartoshka since the beginning has been a chef wearing a jacket and cap. The character was refined, maintaining a balance between detail and readability. The chef's pose was improved in terms of anatomy, and the minimalistic suit gave him a more modern and professional appearance. 

In today’s era of artificial perfection, a true “Russian hygge“ was created: the updated design refers to cozy, warm memories from childhood and the Scandinavian idea of finding happiness in everyday little things. This is reflected in the updated color palette and photography style. Graphics such as text patterns, marker underlining, illustrations, and textures created from scanned prints of real potatoes also help create a soulful and crafty design.

Modern handicraft has become the main idea for the packaging line. Uneven potato textures serve as a background for characters (for example, in the form of a potato “sun“) and become part of the illustrations on the labels. The text pattern made of copylines is used on the wrapping paper, adding a touch of soulfulness with tags. 

A photoshoot was conducted with a food photographer and developed a photography style guide in the concept of “Russian hygge“. The key is natural look: warm colors, sunlight, imperfect but appetizing potatoes, and slight negligence. The cozy atmosphere is complemented by dishes and craft paper, wood, and textiles. 

A special element of the identity is the illustrations. To the refined chef, a companion was added — Koshka Kartoshka (“Potato Cat“). Inspired by real cafe visitors, additional characters were created — happy urban residents. Illustrations are actively used in packaging, online communication, and navigation. In the interior design, characters appear on posters or come to life directly on the cafe walls, becoming part of a whole microcosm.

The Mechanic develops three areas of business: the sale of elevator equipment, installation and service. The comfort and safety of passengers depend on the quality of provided services. 

The idea of identity is that any visual communication is a building. For example, a business card can be a cottage, and a website with a lot of pages can be a skyscraper. The human factor is behind any mechanics from design to operation. This is reflected in the naming and logo. A logo is an elevator that is responsible for transporting text. The logo has an abbreviated sign. It is used when it is not possible to use the main one. A square with a line in the center indicates the elevator doors, and the letter “M“ is the name of the company. The sign will be used for an icon, a favicon and cufflinks. 

A dynamic identity system is transformed under any media, which gives variability in communication with clients. Monochrome colors accentuate business style. Color images show the interaction of elevator equipment with people. 

The font is an essential element of brand identity. It embodies reliability, manufacturability and belonging to mechanics. The font enhances brand recognition and looks great in the case set. In a large size, the letters look like a streamlined mechanism. 

Such identification is able to solve the company's business tasks and looks preferable to competitors. It demonstrates the service sector and at the same time saves austerity and meets the high standards of the company.

The brand line includes the most necessary things: washing powders, washing gel, capsules and stain remover. 

Most producers of laundry detergents depict the “formula of purity“ on their packages. But there is no warmth and soulfulness in this design. The type of washing and purpose for the type of fabric is not listed on some products. 

The concept focuses on the emotional component — the expression of love and care. The main idea is a metaphor — animate things. They are clean and happy because they are worn by people who love each other and take care of their clothes. This design concept is aimed at young families — manifestations of tender feelings are especially close to them.

The name of the brand Love&wash means that washing can bring joy. The letters in the logo repeat the basic idea and are “pressed“ to each other. The clothes on the packages correspond to the type of fabric: for example, an orange T-shirt and a denim shirt hug each other on the label of the washing powder for colored clothes. Background color enhances differentiation. Typography complements the modern image of the brand, and the blue color of the text symbolizes freshness and purity. Laconic forms of packages are combined with the concept of labels. 

This design will be advantageous differed from other competitors on store shelves. Love&wash laundry detergent is everything a young family needs for complete happiness.

The shopping center is located on two floors of an apartment complex in a prestigious area of Moscow. That’s why it is called THE DOM. This space accommodates more than a hundred salons, showrooms and galleries of premium furniture. Task was to develop the identity of the new shopping center. 

The naming influences the graphic solution: the key element of the identity is the logo, where the word DOM consists of geometric shapes. This solution allows reading of both Cyrillic and Latin words. And the symbol of a house in the logo strengthens the overall idea. The logo forms a pattern that brands any surface: from the letterhead to the interior of the shopping center. The logo also works as a superimposed graphics — it is integrated into the image, showing the unity of THE DOM and the interior. Twentytwelve Sans G font is perfect for this project. This is a modern stylish grotesque. Its character reflects the features of a fashionable interior — strictness, plasticity. The monochrome identity style emphasizes brevity and premium. 

Competitors of THE DOM look conservative, so it was important to stand out from their background. As a result of the research was determined the main target audience — architects and interior designers. They follow fashion and create new trends therefore the graphic solution focuses on geometry, contrast, and typography. 

The identity of this unique shopping center is changing the visual language in the industry. THE DOM. Welcome!

Burgawave is a small eatery where delicious and quality food is prepared. The main visitors are surfers. The atmosphere is friendly and guests are always welcome here. 

What surfers need are waves. They see them even in a burger. And if you combine waves and a burger? This combination embodied in a waveburger. It’s image became the main idea of brand identity. In branding there are used three main colors: yellow, raspberry and blue. These rich and vibrant colors are associated with summer, sun and waves. The combination of these colors allows you to change the mood of the style. 

The logo consists of the words: burger and wave, where each is highlighted in one of the primary colors. Their combination may vary depending on the background. The logo is freely located in different places of the layout, like a surfer who is always on the move. Stickers are an integral part of surf culture. In addition to company graphics, there are developed thematic pictograms which are used as stickers — these are the Hawaiian flower, the iconic van of the 60s,the sea turtle and other famous symbols. The brand font combines the plasticity and mightiness inherent to the waves. At the same time, it is a modern and stylish grotesque. The text information in the mockups is located among the waves. They may partially envelop the text. In order to focus on brand values and emphasize the atmosphere, there is no food image in the identity. Indeed it is very tasty there. 

Such identity is noticeable in the city sea of brands. It is a lighthouse, as well as a shelter for like-minded people and friends of this place.

There are situations when it is not possible to breastfeed a baby. For example, in places which are not provided for this purpose, during the trip, when there is a problem of breastfeeding. Mamoloko is a milk formula which is provided for such cases. This milk-based drinkable mixture is an excellent solution for convenient and healthy baby feeding.

The brand line includes three products. They differ in composition and are intended for different ages: from birth, from six months and from year. The advantage of this product is that it is served in a bottle, which can be used repeatedly, it will help to improve the environment. The shape of this bottle is designed according to an individual drawing. Matte beige finish protects the contents of the bottle. The bottle has a measuring scale and a window through which the product is visible. 

The visual idea is that a bottle for feeding symbolizes the female breast and a paper wrapper symbolizes clothing. The pea pattern was taken as the basis, as the most recognizable print in a women's wardrobe. Pea is a differentiating property of the product: its size depends on the age of the baby. The logo is made in the form of a tag to enhance the association with clothing. 

Mamoloko is a milk formula which is designed for young modern women. This package looks like a stylish accessory and complements the image of a young mother. Black and white gamma is associated with a cow. Such packaging will stand out among other dairy products on the store shelf, and, most importantly, mothers will be glad to see such a product.