We were tasked with developing a new brand and visual system for an affordable line of artificial Christmas trees, emphasizing their democratic nature and Russian character, while making communications clear, heartfelt, and easy for a wide audience.

The brand platform is based on the positioning "Simple and with Soul." Customers don't need anything extra—they're looking for a beautiful, high-quality tree at a reasonable price to make their home feel truly festive. We drew on the trust in the Max Christmas brand and their 20 years of production experience to create a perception of "national quality"—affordable but not "cheap."

The name "Yolushka" was a natural choice—the diminutive form evokes warm emotions, is familiar to everyone, and has a homey feel. We emphasized the brand's Russian character through the use of the dotted letter "ё"—a symbol of authenticity and intimacy. The stand-alone "ё" became the brand's signature symbol—simple, expressive, and easy to remember.

The brand's corporate identity is built around purity, simplicity, and warmth. The core concept is a modern yet warm visual, where the "Ё" (Yo) serves as a graphic accent and emotional symbol. Communications utilize simple typography, natural fir colors, and subtle festive accents. We also designed the design of the nationwide chain's retail outlets to ensure the "Yolushka" brand looks cozy, recognizable, and evokes a smile.

Yolushka has become a brand where holiday meets simplicity. This isn't just a budget line—it's a true New Year's spirit, accessible to every home.