| Title | LAMODA REBRANDING |
| Brand | LAMODA |
| Product/Service | LAMODA |
| Category |
A02. Rebrand / Refresh of an existing Brand |
|
Entrant
|
SHUKA DESIGN Moscow, RUSSIA
|
|
Idea Creation
|
SHUKA DESIGN Moscow, RUSSIA
|
|
Production
|
SHUKA DESIGN Moscow, RUSSIA
|
Credits
| Ivan Vasin |
Shuka Design |
Creative Director |
| Ivan Velichko |
Shuka Design |
Creative Director |
| Alexander Koltsov |
Shuka Design |
Art Director |
| Marina Gaiman |
Shuka Design |
Graphic Designer |
| Valentina Lazareva |
Shuka Design |
Graphic Designer |
| Konstantin Frolov |
Shuka Design |
Graphic Designer |
| Dmitry Okulich-Kazarin |
Shuka Design |
Graphic Designer |
| Dmitry Okulich-Kazarin |
Shuka Design |
Graphic Designer |
| Olga Shapoval |
Lamoda |
Brand Director |
| Yuliya Nikitina |
Lamoda |
Digital Creative Director |
| Vladimir Bolshakov |
Lamoda |
Art Director |
| Maria Efremova |
Lamoda |
Creative Director |
| Ivan Knyazev |
Photoplay |
Associate Creative Director |
Background
Though Russia’s biggest online fashion retailer by 2019, the overly technological feel of Lamoda’s brand image had grown outdated, making the company less competitive and confusing its modern audience.
The objectives of rebranding campaign were to:
1) Show the company is more driven by design than data.
2) Develop a consistent visual system for online and offline communication.
3) Make perception clear for the millennial audience, sceptical to shopping addiction.
4) Create a significant logo to use as an app icon.
Describe the creative idea (40% of vote)
Russia lived a whole century without fashion. This absence took the form of queues in the Soviet Union. The form of elbow-jabbing crowds in the ‘90s. In the 2000s, shopping malls shot up to block out the sun, eclipsing fashion too. Until the 2010s, when the internet appeared for those who wanted to make purchases without any such fuss.
Lamoda’s identity had to be updated to be perceived not as an online clothes catalogue but as a daily fashion adviser people could trust. The "fashion" (“moda” in Russian) alluded to in the name had to finally show itself.
The audiences' skeptical outlook on fashion got reflected in the metaphor of tilt, spearing the whole visual system — from the wordmark to the construction principles of design elements.
Describe the execution (40% of vote)
The "fashion" proclaimed in the name is revealed in the trademark patterns that evoke the legacy of the textile industry. The solid visual system is filled with a modern emotional flow and lends a seamlessness to the brand experience. The tilted “la” of the wordmark is used separately as a logo and represents the brand’s heritage, exaggerated to become a metaphor of a sober outlook on fashion.
The identity is implemented both online and offline on each item and media, accompanying customer journey — from the brand’s website and app to the delivery fleet and pick-up points with fitting rooms.
List the results (20% of vote)
During the year since the rebranding, Lamoda has become an Eastern Europe’s strategic partner of Nike — the 50% of the brand’s range in Russia is available only through Lamoda. An Adidas x IVYPark and Vans x Kenzo collaborations were announced in Russia via Lamoda. Live Instagram training sessions were launched together with Nike, Adidas, Puma, and Under Armour. Within a few months after the implementation of the new identity the company’s website was expanded with items of brands such as Body Shop, Mother Care, Sandro, Maje, Missoni, and Karl Lagerfeld.
The number of views of a single show on lamoda.ru has tripled to 15,000. The number of followers on Instagram increased by 169,465, and on VK — by 3,679. The quantity of contributing fashion bloggers increased by 160.