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In Russia, thrift stores are associated with poverty and criminality. This stereotype came about thanks to Soviet times and the 1990s: back then many thrift shops were located in dark basement rooms, and their assortment consisted of items given away for lack of use or obtained illegally.
In Europe, people often buy at thrift stores, because they adhere to the idea of conscious consumption. This format is actively developing there: there are resale stores which give clothes a second life, and even whole shopping centers which sell not only clothes, but also furniture, gardening equipment and decor (for example, the Swedish ReTuna). The trend is noticeable in Russia too, but so far in the clothing and technology markets: this is proved by the popularity of the projects themarket, Relove and junk shop.
To convey the idea of the brand, we suggested in the advertising messages to talk about the positive reasons to come to the commission store: the new school year, the birth of a child, moving, unpacking, theme parties, and so on.
The Pioneer is a place where people, things, and stories meet. Here everyone gets a respectful attitude, a pleasant conversation, and a partnership. We reflected the theme of dialogue, meetings, buying and selling through the usual market arrow images, but solved it softly — with the help of typography.
We suggested abandoning the word "store" in the descriptor in favor of the phrase "one commission". This gives the name a different sound, because at Pioneer they don't just buy and resell, but provide friendly service.
Arrows have also become an element of identity. The images are based on the combination of things that are different in nature. This technique reflects the idea of metamorphosis, which happens to things in Pioneer: here the unnecessary becomes necessary.
When coming for a new logo and corporate identity, the client's team had no idea how it would turn out for them. In the process of working with the agency, the team at Pioneer came up with the idea of a completely new brand. But this is a completely different story. Which we will certainly tell later