The UNBLVBL branding agency developed corporate identity and a special line of prints for the first "2.22 store" clothing shop collaboration (Nizhny Novgorod)
"2.22 store" specializes in retail and online trade independent designers' clothes. Their brand represents the contrasts of big city life with its rhythm and the necessity of self-realization where everyone wants to find his own individuality and way of life.
The price level in "2.22 store" is in line with established stakeholders and mass-market.
The agency participated in formulation of the project framework, basing on the local clothes market analysis, and performed the brand visualization.
The main task was to build a recognizable Logo "2.22 store" and additional graphics reflecting the brand values.
The 2.22 shop represents an organic part of the modern megacity — glaring diversity, high dynamics, irresistible aspiration to move higher and further. We live in time when efficiency states the rules, — the winner is the one who's keeping up with the pace of living.
"2.22 store" brand is focused on customers who appreciate excellent quality and article technological effectiveness.
During the process we looked up to digital esthetics — pixels, diagrams, tables and codes. As for result "2.22 store" has found vivid graphics and a refined monochrome.
There is some allusion pointing on rapport, ornamental structures — an additional concept, taking into account the brand location in the multinational zone with plentiful culture and traditions.
"2.22 store" brand founders chose the "2" number as the base element, as the symbol of uniqueness dualism and constant subject adaptation to environment modifications. This is the sing of individualism and dedication as well as careful calculation, the symbol of the balance between physical movement and spiritual development.
In this regard the numerator composed of "2" numbers, elevates the symbolism to absolute declaring "the balance on the quantum level of the brand", "It contains a certain appeal «2.22 — follow. the right way»". That's the way it is — with the point in the middle.
