Zarina is one of the largest fashion retailers based in Russia and devoted to female apparel. Since its foundation in 1993, a heritage of tradition has followed the brand’s expression and so its designs. Now, after 25 years of accompanying women lives, Zarina was ready to take a step forward. The firm was evolving into a meaning and powerful positioning: a modern feminine classics.
Bearing this in mind, we collaborated on the rebranding process, providing a new logo that reflected its true essence and brought up a clear message to its wide audience. The spirit of a new brand framed into the value of fulfilment and womanhood appeared as the perfect representation for the firm.
As part of our co-creation process, we went through different stages in which the workshops and collaborative meetings helped out to understand the client’s projections but also to build up a strong value structure.
We worked on different sketching sessions aiming to reach a proposal that evoked a woman who has undergone many experiences. Experiences that have shaped her character but still remained her youthful and funny nature.
The Symbol: Flower & Femininity
The choice of using a flower as Zarina’s symbol is based on the symbolic value of this living being: as the main herald of spring, often blooming when there’s still snow on the ground.
Flowers are universally known as a symbol of femininity, romance, beauty and care. Furthermore, the diversity of women characters and ways to express themselves is also related to the millions of variations of flowers that exist. These symbolic values matched with the inner womanhood awakening that Zarina helped to achieve.
The monostroke calligraphy suggests the use of a pen, making it an open and easy-going approach to the logo. Also, the elegantly designed “z” and its extended size above the cap height of the other letters, printed the logo with a well-balanced feeling.
On top of this, we crafted a flexible brand system that allowed the logo and the symbol to live together and separated.