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Frame's rebranding

Frame is a Moscow-based fashion retailer, operating several exclusive menswear multi-brand boutiques. Frame’s old identity was inconsistent and outdated for a luxury fashion retailer. To elevate Frame’s aesthetic we decided to give the branding a complete overhaul. The logo and emblem were redrawn from scratch. The script in the word mark was changed to slab serif letters giving more presence to the logo. The new lone standing tree emblem was adapted for use in various sizes. The brand’s yellow colour was kept but the hue was slightly corrected and a textured yellow background was introduced, it was produced by hand-dying velvet paper with pastels and it looks like a surface of luxury hand-dyed shoes.

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Freelance, Moonlighting
Mikhail Puzakov
art director Moskva, Russia