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In 2020, we rebranded the ‘Army of Russia’ clothing store chain. We regret the war initiated by the Russian government in 2022. The owners of the retail chain, the Ministry of Defense, have now rewritten the brand’s development strategy to use it for propaganda purposes. We hope that the trademark will return to the hands of business and that the war will end as soon as possible.

The ‘Army of Russia’ trademark has been producing civilian clothing for several years. A new step in the company’s development, and simultaneously a challenge for us, was to unify the diverse clothing collections into a single brand. Developing two store lines in different price categories, while maintaining recognizability and distinguishing them from each other under a unified naming, was a non-trivial challenge that we successfully overcame.

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before

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after

The clothing brand’s logo previously matched the military forces’ logo. We retained the configuration of the symbol but changed the font part to a more universal one. Transparent and reflective materials are used for the volumetric execution of the symbol.

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For the sign in the volumetric version, transparent

 

And reflective materials.

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Decoration of facades of "Concept" stores in class A shopping centres

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Merch of the "Concept" line

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Branded series of patterns "Roda Troops"

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The budget line "Standard" includes elements referring to administrative forms that inspire the trust of the older generation of customers.

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Street retail line "Standard" 

Street retail line "Concept" 

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