Okean: A Rebranding that Taught How to Communicate
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branding
Client:
'Okean' is a legendary seafood store with a rich Soviet history that needed an update to connect with a modern audience.
Task:
The existing visual image did not match the brand's status and did not attract a young audience. It was necessary to create an identity that would preserve the historical heritage but speak to customers in a new, friendly, and modern language.
Solution:
We moved away from the standard corporate approach and turned the brand into a living conversationalist. The concept was based on a 'brand-storyteller,' implemented through a flexible system of stickers that allow for communication, joking, and engaging the audience in a dialogue.
1. 'Brand-Storyteller' Concept:
We built the entire visual system on the idea of a sticker pack. Each sticker is a separate micro-story, a joke, a reference to the past, or just useful information. This approach allowed us to create an incredibly flexible and lively identity. Stickers can appear anywhere: on craft packaging, shop windows, social media, merchandise. They create a feeling of informal, friendly communication.
2. Style and Communication:
The visual style of the stickers combines elements of Soviet retro, pop art, and modern illustration. This allowed us to create a unique and recognizable language that is understandable to both the older generation who remembers 'that Okean' and the young audience that appreciates irony and creativity. Phrases like 'ISHTE!' (translated from Kyrgyz as 'WORK!', a reference to the proverb 'he who does not work, does not eat') or 'I AM A FISH, NOT A CLEANER!' (a social initiative) make the brand's communication bold, memorable, and engaging.
3. Design System:
The sticker-based system is easily scalable. You can endlessly create new illustrations and messages, reacting to news, launching promotions, or simply communicating with customers. This transformed the identity from a static set of rules into a constantly evolving and living organism, which is a reflection of the new 'Okean.'
Result:
'Okean' received a bright, dynamic, and absolutely unique identity that fully solved the set task. The brand learned to speak to its audience in a simple, friendly, and modern language without losing its rich history. The sticker system became a powerful communication tool that increased recognizability, engaged the audience in a dialogue, and successfully transformed the store's image from a 'Soviet heritage' to a fashionable and relevant place.