PROEKT AGENCY

 
Creative director — Roman Krikheli
Designers — Andrey Koodenko, Dmitry Rybalkin
Copywriter — Ivan Popov
 

Bureau Proekt performed the rebranding of «Parad» boutiques. The essential aim was to focus the corporate ID elements on the female audience, as «Parad» had to abandon the male product line. The visual aesthetics of the new «Parad» is based on the intrigue and the process of in some way paradoxic communication. the logo is designed as the woman lips — the source of passion and wisdom.

Business cards are stylized as playng cards of «Parad» suit. The male business cards are marked with the letter K (King) and the female business cards are marked with the letter Q (Queen). The corporate cards, with the list of all boutiques, are marked with A (Ace). The «Parad» logo is placed on other side of all business cards.

The logo on the upper side of the envelope looks like an impress of woman’s kiss — each letter is like a dear message for the one and only or for the countless lovers. The small sign on the flap says «Open me!».

The inscription on the pencil says «What a pity that this wonderful pencil is grinding…», when one grinds the pencil the phrase becomes shorter.

One of the essential features of «Parad» corporate ID is the black reverse side with a flirty message. 

 
Creative director — Roman Krikheli
Designers — Andrey Koodenko,
Dmitry Rybalkin, Andrey Ilyaskin
Illustrator — Dmitry Fedorov
Copywriter — Ivan Popov
 

It is the first image catalogue for «Parad» designed in the new corporate stylistics.
The onception of the catalogue is based on the Lewis Carroll’s book «Through The Looking Glass» and that is why all the items are photographed in the special reflecting boxes. Some of the spreads are accompanied by paradoxic texts adding to the atmosphere.

The catalogue is designed using the new corporate colours.

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Sometimes the paradoxic illustrations on the theme of Alice and her adventures interfere the shoes pictures.

 
Creative director — Roman Krikheli
Designers — Andrey Koodenko, Dmitry Rybalkin
Illustrator — Dmitry Fedorov

The interior of a new «Parad» boutique, totally different from all you’ve ever seen, was the first to manifest the new «Parad» philosophy. The conception is based on the following principles. This boutique doesn’t look like glamorous italian boutiques. It’s a successful attempt to create new aesthetics of russian fashion boutiques and to become the leader in this newly born design area. The other feature is the usage of technological devices. The first step towards the technical evolution is the diode lightning in the boutique, which can change the colour. with the help of such technology the boutique is divided into two logical zones: the light for the customers and the light inside the small boxes containing shoes. All lightning can be adjusted in the real time.

The walls in the boutique were painted by our illustrator. The boutique is full of hidden provocations.