Client: "585"
Task: creation of the jewelry brand "Pribludy"
Year of creation of the project: 2022
The brand of men's jewelry "Pribludy" is the result of a collaboration between the retail chain "585" and Viktor Blud, a famous athlete, healthy lifestyle promoter, blogger, owner of a remarkable mustache and a million of subscribers. Victor runs a popular YouTube channel with an audience of 1.85 million subscribers, posts photos and videos of his short workouts on social networks and pursues the goal of promoting sports among young people. Blud considers himself not as a professional athlete, but as an ordinary man who just wants to reach maximum.
Клиент: "585" – одна из ведущих российских сетей ювелирных магазинов.
Виктор Блуд – российский спортсмен в силовом направлении, армлифтер, рекордсмен, блогер.
Задача: разработка бренда именных мужских украшений.
Идея: мы хотели не только креативно обыграть яркий, брутальный образ и дерзкий характер Виктора Блуда и его любовь к силачам старой школы, тяжелоатлетам из СССР и всей советской эпохе. Мы стремились показать, как один человек, одна идея и один «стиль» жизни может объединять вокруг себя множество людей со схожими взглядами. И как один вид спорта изменяясь проходит сквозь множество эпох.
Target audience`s analysis
It was important for our team to understand Viktor Blud's audience. It mainly consists of ordinary guys from the outskirts, spending much of time out of home with fellows and living according to concepts close to the yard workout. They are "self-made" young men representing the mix of Y and Z generations, working a lot on body complexion and denying any cheat meal.
They spend most of the time in cheap sport clubs, training under supervision of older fellows. They are true to their beliefs and never give up. Those men want to feel attached to community, express their individuality and show their brutality and masculinity.
Client analysis
Viktor Blud chose the image of an old-school strongman back from the XIX — early XX centuries. It`s in his brand identity. He has the same twisted mustache, wears small round glasses, speaks frankly and shaves mostly bald. Blud believes that old school athlete is not just a romanticized image of the right weight sportsman, but the mark of a real athlete and brutal man.
Все из советской эпохи. А также олдскульные плакатные иллюстрации, изображающие атлетов старой школы из начала XX века.
Solution
Viktor Blud is a key figure for his audience. That`s we decided to create something like a namesake brand. At the same time it was important not only convey a bright and brutal image of the main hero but underline his individuality, show the significance of his image for the audience.
We introduced the original brand name “Pribludy”. It holds various meanings.
1. Direct and explicit reference to the fan base and the client's pseudonym.
2. The name reflects the idea of fans uniting around Victor Blud figure.
3. The name tells us that our jewelers are just an attribute, an additional, but not obligatory, opportunity to express individuality.
Logo
The logo is based on a simple, clear, and powerful symbol — the image of a raised fist. It symbolizes unity, strength, and resistance. The fist is detached, which only emphasizes the brand's overall "brutal and fighting" spirit. The ring on the finger indicates the belonging to jewelry brand. The typography is similar with the symbol. The letters appear to be made of metal. Their geometry is not always perfect, and shapes are irregular.
В основу логотипа лег простой, понятный и сильный символ — образ поднятого вверх кулака. Идею поддерживает броский копирайт, отсылающий нас к стилю общения Виктора Блуда.
Packaging design
For packaging, we chose the most striking, extraordinary, and even brutal forms: matchboxes, cans, and toilet paper rolls. Their design features bright but concise old-school poster illustrations depicting old-school athletes.
Для упаковки мы выбрали максимально броские, нестандартные и даже брутальные формы: спичечные коробки, консервные банки и рулоны туалетной бумаги.
The fighting spirit is supported by a bold copyrighting that refers us to the phrases those Blud uses communicating with fans. Soviet style in packaging serves as a bridge connecting different generations of athletes – XX century heavy weight athletes and nowadays Blood's audience.
Translation of expressions
НЕХХХУЕВЫЙ ПОДАРОК
NON-FUXXING GIFT
НОСИ С ЧЕСТЬЮ
WEAR WITH HONOR
МУЖИК КАТЕГОРИИ ЭКСТРА
MAN OF "XTRA" CLASS
НАХЛОБУЧЧИ
PUTONNY
#НАЕБУЧИЙСЛУЧАЙ
#SHITHAPPENS
ОПЫТНЫМ РУКОБЛУДАМ
FOR EXPERIENCED HANDWORKERS
