TSUM

Research showed that TSUM had a small window of opportunity to establish its mark before foreign competitors entered their market. We needed to develop a strong brand identity that would become instantly recognizable on busy Moscow streets. Sometimes the key to an identity comes down to getting one item exactly right, and in this case it was the store’s shopping bag. Utilizing a simple, yet stylish, logo and a strong use of the color orange the bag instantly demanded attention and quickly became synonymous with trendsetting fashion and luxury goods. The TSUM identity is an extension of that bag and the overall elements can be adapted for any branding need from chocolate through to signage. Located next to the Bolshoi Ballet and across from Red Square TSUM has now become Moscow’s hub for the fashionable elite.