The brand team has developed a comprehensive identity for all VkusVilla environmental projects. It included naming, logo, mini-sign , guide, color scheme.
Source: “VkusVill”
All projects developed within the framework of environmental activities are united under the EcoProsto sign. The main colors for the project were colors that are not often used in the main palette of the brand. This was necessary in order to visually differentiate the eco-friendly style from the main brand identity.
The brand team conducted research on the market and found that blue, rather than the usual green, is often used to illuminate eco-friendly objects. For example, tanks for recyclable waste installed in Moscow are made in blue. That is why a blue palette was chosen, which was complemented by graphite color.
In addition, as part of the EcoProsto identity, an illustration style was also developed, which refers to the corporate illustration of VkusVilla, but at the same time is even flatter and minimalistic, which further emphasizes the idea of simplicity.
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