12/08. Modern identity for a DIY store
Client
IE Zhukov
IE Zhukov
Services
Analysis
Naming
Logotype
Corporate Identity
Project overview
The brand lacked a defined positioning and struggled to stand out from the competition. However, the brand had strong assets: trust — over 10 years in the market, convenience — a wide range of products (from plumbing to paints and consumables), and camaraderie — a workshop atmosphere where everyone knows each other and is always ready to help.
The majority of customers are professionals such as repairmen, electricians, and plumbers. Other target groups include the B2B segment, women aged 30+, and retirees. Many brands in the category had a conservative look and relied on typical imagery, such as hammers, houses, and roofs. Local players neglected branding and competed mainly on price. Meanwhile, chains were gradually introducing modern design solution
Naming
The second Sunday in August is Construction Workers' Day. But historically, it was celebrated on the 12th. This date inspired the naming. Phonetically, the name sounds firm and clear — in the character of the brand. We represent the builder, engineer, installer, fitter, repairman — all those who have dedicated themselves to our business and love it with all their hearts.
Design concept
Day to do
The concept is inspired by the project's naming. The key design image is the date on the calendar. The logo consists of digits and a delimiter of lesser contrast. It is used prominently on all media, setting the dynamics and drawing attention to the brand. On smaller media, we use the logo vertically, which allows for convenient emphasis placement. The slogan "Day for Action" reinforces the naming and reflects the key idea of the concept.
Corporate Identity
The corporate identity uses digital techniques: outlines, lines and graphic elements. Blue, black and grey are the primary colours of the palette. Blue is used as an accent to emphasise the modern feel of the brand.
Communication
Brand images of tools are used for communication. The prominent display of the object creates a sense of quality, expertise and reliability — everything one expects from a brand of construction tools.
The results
1. Developed a naming strategy that distinguishes the brand among competitors
2. Established a recognizable modern corporate identity
3. Created a concept reflecting an atmosphere of honesty and reliability
