KEFIR is a multibrand sports shoe store. The brand was based on the idea of a new attitude to customers, to the values of the company, to the people and events who wrote the history of sneakers, to environmental responsibility
Retro sports aesthetics have become the main motive of the brand's visual identity
Pictograms, as a way of visual communication adopted at international Olympiads, are a kind of guides indicating
a friendly space and freedom of movement
The lines, like treadmills, rush forward, forming architectural silhouettes — they draw the rhythm of the city, the flow and continuity of life. It's a continuity that connects generations of people who love sneakers
We remember history, we appreciate culture, we love sports!
The design elements reflect the character of the brand. Through simple forms, dynamic waves and forward-looking lines, a connection of times is created
The generation that loves kefir and the generation that loves pepsi — what unites them? Love for cool sneakers,
of course
The font that was conceived as the "font of the future" at the beginning of the 20th century has become the font of the present today. It carries the spirit of the first schools of design constructivism, is simple and dynamic, easy to read and functional to the limit
The Cyrillic version of the Futura font was created specifically for the 1980 Summer Olympics in Moscow
The construction of a recognizable visual series was based on a balance between the activity of modern life and nostalgia for the unique spirit of the 1980 Olympics
To reach new heights in sports and in life, while being surrounded by people with similar interests
A design designed for the most energetic life, functional optical shapes — these are the details that determine the best accessories for sports and recreation
Brand identification is embedded in accessories — staff clothing, stylish, exclusive sneakers, bags, T—shirts, baseball caps and socks
A separate concept in the form of socks ball was developed for the packaging of socks
The opportunity to make original and pleasant purchases to your favorite old school music
It all meets the demands of modernity and symbolizes the unification of like-minded people
Thank you for watching
Project Team
Anastasia Ananas creative designer
Nadia Bor copywriter
Miras Bektemissov animation
Anastasia Efimenko creative designer
Mikhail Chulin art director, 3D
KEFIR SNEAKERS STORE
Russia, Moscow 2023
