top of page

BRAND BROTHERS

INCITY — a style update for the national clothing chain

At the end of 2020, the women's clothing chain INCITY launched a major brand update. To implement the project, the company turned to Brand Brothers. INCITY has over 250 stores in 140 cities across Russia, offering a wide range of clothing for young women focused on the style and rhythm of the modern city. The brand needed a refreshed visual identity—a modern, lightweight, and adaptable solution that would work equally effectively in both offline and digital environments.

Разработка логотипа, Ребрендинг, Редизайн, Создание бренд-бука, Айдентика

2021

SOLUTION. We redesigned the logo's style: we removed excessive roundness, aligned the proportions, and made the symbol lighter and more harmonious. The updated logo now looks cleaner and more modern, with more rhythm and balance, in keeping with the urban fashion aesthetic. A new graphic element—an additional visual module—was introduced into the identity: an arc, borrowed from the letter C. This detail became a key element of the design system, allowing:

• to unite visual media,
• to create expressive compositions,
• to establish a unique brand rhythm,
• to enhance the recognition of communications.

The arc functions as a flexible tool that can change scale and direction and be used in any format—from in-store navigation to banners and digital creatives.

DIGITAL AND OFFLINE. The INCITY online store was completely updated based on the updated identity. We've developed guidelines that outline the rules for using the logo, fonts, colors, grids, and modular elements to ensure the design works seamlessly across all channels. The identity is adapted for:

• offline media (signs, printed materials, POS materials),
• digital environment (banners, website, social media communications),
• point-of-sale design.

bottom of page