Brand positioning | Lifestyle brand

I collaborated with a creative strategist and an art director to develop the brand book for a Ukrainian lifestyle brand.

The client asked for a complex cultural and philosophical essence. We decided to use the philosophy of Hryhorii Skovoroda and aesthetics of the Ukrainian Baroque era as the basis for the brand's voice and identity. I had to do deep research into the intricacies of the Ukrainian Baroque and implement them while developing the brand's story and voice.

My role was to craft a compelling brand positioning that was based on the market research and client's briefing.

The work involved:

- naming, slogan, descriptor

- story and voice

- promotional messages

- function, vision, and values

- tone of voice

- social media launch plan

Below are excerpts from the brandbook, translated from Ukrainian.

*the specifics of the literary Ukrainian language were implemented to enhance the brand’s identity – these nuances (and not only) may be lost in translation.