• Main
  • Portfolio
  • Goods with a story: the identity of Russian commission stores
Pioneer is a chain of commission stores operating in Russia in the Volga and Central Federal Districts. In 2020, the company opened an office in China and began preparing to enter European markets.
Goods with a story: the identity of Russian commission stores

Goods with a story: the identity of Russian commission stores

The client team came to us in order to change the usual perception of Russians about commission stores, which has become a relic of the past.Our task was to develop a completely new logo and corporate identity, which would not only create a positive brand image, but also set it apart from the competitors.
155

Poverty and crime VS practicality and smart economics

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.

At the strategy session we identified simple grounds for trust, understandable to every visitor and proving that Pioneer — European-type commission stores: clean bright rooms, goods in excellent condition, friendly staff, cleanliness and pleasant smell.

We also formulated brand benefits for different audiences: buyers and sellers. For example, the rational benefit for the seller is saving time when selling (no need to take pictures, write ads, answer buyers' questions and meet with them), and for the buyer — the opportunity to save smartly and buy new products at least every six months.

1-c
2-s_1

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.

shutterstock_192029939-1
free-floating-business-ca

Typography and arrows in the corporate style

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. rotate

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.

posters
girl0

Thanks to the new identity, the brand looks modern and friendly. It is now associated with 100% legality and security, service in the customer's world, saving money and time.

iphone0

w-file-08

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

Creative team
Art-director Irina Shmidt
Brand Strategist Irina Mokrousova
Designers Ekaterina Starodumova
Project Manager Marta Bekker
YOU CAN CONTACT US
IN ANY WAY CONVENIENT FOR YOU
191119, St. Petersburg,
61 Marata St., lit. 10Н
 
Opening Hours
пн-пт с 10:00 до 19:00