BACKGROUND In 2006 Evroset, Russias biggest retailer in mobile communication, launched a new retail chain brand.
CHALLENGE We were asked to come up with a retail image concept. The brief included two main objectives: Firstly to attract a target audience covering practically any age group, secondly to connect entertainment with humor.
SOLUTION Our concept gathered celebrities from cultural history in Russia and abroad. Playing with their portraits by coloring their visual characteristics, moustache or lips, created two benefits: It allowed everybody to identify himself with the shown characters, and included a strong conceptual and visual branding.