Bureau Voropaeva
Branding
Evgenia Voropaeva's clothes combine original textures and utilitarian, unconventional and yet uncommonly comfortable shapes. These clothes are for those who are not afraid to break stereotypes, who treats with humour both to people around them and to themselves. Far from being a mass market, each piece under this brand is tailor-made and becomes not just a unique and irreplaceable wardrobe item, but also quite an art object in its own right.
Inspired by the philosophy of deconstructivism and destructive phenomena such as volcanic eruptions, models by VOROPAEVA nevertheless help to create a whole, complete image. A look that makes you feel comfortable and not bored.
Objective: To develop an identity that allows the Voropaeva bureau to communicate to its customer the intent behind all the models. Corporate identity should reflect the nature of the brand, distinguish it among competitors, both Russian and foreign. It should be recognizable and understandable, bright and memorable. From the first glance on the logo, presentation cover or label on things even unsophisticated consumer should understand: this brand belongs to the most modern and daring trends in the fashion world.
Solution
Deconstructivism
Deconstructivist projects are characterized by visual complexity, unexpected, jagged and
deliberately destructive forms, as well as emphasized aggressive invasion of the urban
environment.
This figure reflects the character of the brand and Evgeniya Voropaeva herself, echoes the costumes she creates, as well as the ideas of deconstructivism in general.
Besides, the triangle has similarities with the Latin letter V - the first letter in the designer's last name. It is no coincidence that red became the main color of the logo: besides the 20th century deconstructivists, the designer was inspired by lava flows, faults in the earth's crust and natural crystals. All this was used in the construction of the sign.
Collage technique was the basis of corporate style developed for Evgeniya Voropaeva. All visual communication of the bureau is based on collage technique and illustrations, in which the logo is easily imbedded.
For each new collection of the bureau a different set of illustrations is created, different in style, emotions, and ideas. For this purpose, fashion illustrators are invited, whose task is to set the tone of the collection, to transmit its main message.
Label and Dimensionals
Clothing tag and, at the same time, a tear-off invitation to the fashion show
