Mall Street

A different kind of e-retailer

Mallstreet.ru is an electronic commerce company retailing a widely diverse range of goods throughout Russia.

The brief was to create a distinctive brand for a new start-up which aimed at being a different type of e-retailer – one that provided high quality ‘old fashioned’ service alongside modern efficiency, an extensive product range and competitive pricing.

We developed a brand concept that reflected this vision. Taking the idea of a virtual street containing a ‘mall’ of shops, we developed a strong wayfinding feel to the identity, reinforcing the idea of everything pointing you in the right direction.

Using a strong colour palette of blue, red and white, we developed the ‘signage’ motif into a total visual language for the brand through a combination of street and product inspired icons.

The differentiating service values of Mall Street, with their knowledgeable and helpful staff, are reflected in the smart branded packaging, uniforms and vehicle livery.

Having researched a range of e-commerce sites, we identified best practice, regarding how to make it easy to shop on the internet and help customers through all aspects of the navigation, browsing, selection, purchasing and ordering process. The user-friendly nature of the mallstreet.ru website, with its community forums and product advice, is reflected in the brand strapline: ”easy to find; simple to shop”.

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