Established in 2009, Moscvettorg is a market leading chain of 71 flower shops in Moscow. Competition is high, and now it’s not only Moscvettorg that can attract customers with low prices.
The previous Moscvettorg identity didn’t reflect the company’s position in the market, and the new design sets the goal of further increasing the customer base. Moscvettorg must not only attract an elder audience with low prices, but it also mustn’t frighten off the younger generation with aggressive, inappropriate design. It should tell them that Moscvettorg flowers are not just inexpensive but also of high quality.
The idea behind the new identity is that of construction. The flowers are put together in a bunch, like blocks in a construction build. Simple pictograms consisting of geometrical figures were developed as well as a typeface that has floral and mechanical characteristics at the same time. The logotype is rebus-like. Three parts of it are represented by three symbols. There are several ways of combining the symbols, so we get a dynamic logo that supports the idea of diversity and varied assortments.
View more work from Fiodor Aleksson.