CHALLENGE. Max Christmas is a family business. Olga Plys creates Christmas trees inspired by nature, culture, travel, and visual imagery. Her son, Maxim Plys, oversees marketing and brand development. The company employs over 200 people and is the largest employer in the region, shipping throughout Russia. With such a solid foundation, Max Christmas turned to Brand Brothers to develop a fully-fledged brand: positioning, visual system, and communication concept.

STRATEGY. The artificial Christmas tree market was a revelation for us. Production continues year-round: new collections are developed in advance, and orders for the upcoming season are placed as early as February. The industry is virtually devoid of prominent brands, communications are uniform, and emotionality is minimal. Yet, the very nature of the product is utterly creative. Creating an artificial Christmas tree is a process of handcraft, artisanal precision, and a quest for a unique image and mood. The branches are cast in individual molds, the colors of the granules are mixed by hand, and the collections are created through observation, inspiration, and artistic vision. After market research, competitor analysis, and in-depth interviews with the Max Christmas team, we identified this as the key idea. An artificial Christmas tree is not a technical product. It is an element of mood, an atmosphere, a symbol of tradition.

Thus, the positioning was born: "The Art of Christmas Trees." It reflects the depth, culture, and meaning invested in the creation of each Max Christmas model. It's not about plastic—it's about inspiration, aesthetics, and family. This positioning became the foundation of communication, the visual system, and the basis for the brand's photo and video style.

IDENTITY. The logo evokes inspiration and craft. Two hands forming the silhouette of a fir tree are a metaphor for authorship, respect for the craft, and the delicate handcrafted approach that underlies Max Christmas. The logo unites two worlds: nature and craftsmanship.

DESIGN SYSTEM. We created a constructive visual system based on functional blocks: a brand zone, a content area, and photo containers. The system is easily scalable to any medium: from a catalog to packaging, from an exhibition stand to a brand video. An additional element is the decorative handwritten inscription "Inspired by Nature," creating a sense of authorship, natural inspiration, and the artist's active participation. The brand palette allows the style to be adapted to collections and formats while maintaining a consistent identity.

PHOTO STYLE. The photographs capture the aesthetics of an ideal festive atmosphere—warmth, light, and a magical atmosphere. A special emphasis is placed on family: shots featuring people of different generations emphasize traditions, continuity, and the Christmas tree as a uniting element of the family.

RESULT. Brand Brothers created a comprehensive communications platform for Max Christmas that:

– distinguishes the brand in a market without clear leaders
– highlights the unique production process and family-owned nature of the business
– transforms the product from a technical category into an emotional one
– enhances the value of the collections through an artistic approach
– creates a visual system ready for scaling and expansion