Rebranding of the well-known Russian trade mark “Shuisky calico”

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has been on the market for several decades. Now it is managed by Anna Bogadelina, who in 2019 became the best entrepreneur in Russia. Buyers have long known and loved the company's bed linen, but they do not always understand the features of a particular collection – what to pay attention to, why the price differs, what kind of fabric this or that fabric feels to the touch. And besides, textiles have other important properties: wear resistance, color fastness, surface density, number of threads, and so on.

Rebranding of the well-known Russian trade mark

The Ohmybrand agency was tasked with developing the packaging design and the concept of the new website, as well as naming the bed linen and home textile collections. To do this, it was necessary to find such differentiation criteria, on the basis of which the buyer will quickly make a decision and choose exactly the underwear that he needs, depending on his needs.

Rebranding of the well-known Russian trade mark

Rebranding of the well-known Russian trademark Shuisky chintz»

In order to better understand the process of creating and selling textiles – from the production of fabrics to the sale on the shelves of chain stores – Ohmybrand agency team even went to Shuya. It was the acquaintance with engravers, raklists, spinners and other craftsmen that formed the basis of the design concept called “Street of Masters”. «Shui chintz» brings together professionals, and in the work of each there is an advantage. One creates the most wearable fabrics, another comes up with modern designs, the third has found a way to produce textiles at a low cost. Thus, each line of textiles – like a separate workshop, in which attention is focused on the main property of bed linen and other textiles.

What exactly did Ohmybrand agency do

* Delicately modernized the brand logo, while maintaining its high recognition.

* We developed the idea and names of the lines based on the brand architecture

* We brought the design of all the lines to a single visual style.
* Introduced a system of clear distinction between the lines due to pictograms that show the advantages and differences of different collections: variety of patterns, wear resistance or increased comfort.
* For each line, a symbol was developed, a “quality mark”, meaning one or another rare profession, which is indispensable in the production of the line.

 Rebranding of the well-known Russian trade mark  

It is important to note that the agency worked together with the employees of the Shuisky Sitzers company. Operational rebranding would be impossible without joint well-coordinated work. Colleagues from «Shui calico» worked hard on the strategy and range of bedding and textiles, thanks to their efforts, Ohmybrand was able to quickly understand and complete the task.

Rebranding of the well-known Russian trade mark

The results of the rebranding were not long in coming. Bed linen and textiles “Shuya chintz” are successfully sold with a new design: all lines are designed in the same visual system and format. The color coding and uniform packaging structure lines up well on the shelves, creating a noticeable and memorable spot. According to surveys, customers began to recognize the brand better, loyalty to it increased.

Rebranding of the well-known Russian trade mark

Rebranding of the well-known Russian trademark Shuisky chintz»

Rebranding of the well-known Russian trademark Shuisky chintz»

Rebranding of the well-known Russian trade mark

Rebranding of the well-known Russian trademark «Shuisky chintz»

Rebranding of the well-known Russian trademark «Shuisky chintz»

Ohmybrand rebranding team:

Creative Director – Nadezhda Parshina

Design – Anna Rufova, Nikita Gavrilov
Copywriter – Roman Urban

Project Manager – Katya Dorokhina, Anna Tsareva, Katerina Kryuchkova

 

– Anna Bogadelina, Marina Lobachevskaya, Ekaterina Matrosova, Lyudmila Goloborshch, Svetlana Maslova.

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