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KPIMINAV / Criminal

Bold Clothing for Free People

Logotype | Merch | Branding

Russia

2018

There are many variations of different fashion brands. But fashion is fleeting. And we offer a style that is an integral part of you. That is, we are you.
Brand needed in a logo and official style, unlike other clothing companies. Classics and audacity, Cyrillic and free jargon are mixed here.

To complement the identity, we crafted a sleek yet versatile visual system. Subtle textures and refined contrasts enhance the brand’s depth, while strategic color pairings ensure adaptability across various applications. This cohesive approach solidifies the brand’s presence, making it both iconic and enduring.

+24%

Recognition

+15%

More Sells

-12%

Marketing Waste

For the logo, we developed a bold yet refined typographic approach, balancing classic serif elements with contemporary, edgy details. The design captures the contrast between tradition and rebellion, creating a distinctive mark that stands out in the fashion industry. The typography reflects a fusion of Cyrillic elegance with modern aesthetics, ensuring a timeless yet dynamic identity.

Our color palette reinforces this contrast, combining deep, rich tones with striking accents. A foundation of sophisticated neutrals provides versatility, while bold, unexpected colors add personality and energy. This balance creates a strong visual identity that is both confident and expressive, making the brand instantly recognizable and memorable.

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