Advertised product: RIVER MALL
Name: RIVER MALL. BRUSHES INSTEAD OF A LOGO
Agency: BBDO Ukraine
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
