In spite of the fact that Comintern is a traditional Belarusian enterprise with a long history, the brand name in its present form was getting lost among the variety of competitors. The logic of the line construction was blurred and became clear only with a deep dive into the brand.
The agency recommended the client to optimize the brand architecture and product portfolio, differentiate the target audience and change the core, update the products and reorganize distribution channels. A ready-to-use system of brand identity was created for easy self-management of the brand.
Rebranding began with market, competitor, consumer and trend research. The Fabula Branding team visited the factory, conducted surveys and interviews. As a result, the Classic in Action positioning was created, broadcasting the history of the brand, which is proud of its products, history and experience. And it makes it possible to create new classics, which men and women, children and teenagers, mature people and young people will be happy to wear.
A stylish typographic logo helped Comintern look modern and fresh. The graphic element, in which you can see the letters M (man) and W (woman), became the basis of the identity, continuing to tell about the universality of the suits. Each line had its own palette, conveying the relevance of classic closet solutions.Fabula Branding branded the store and branded media and developed a catalog design system. The tools the agency gave to the client helped to change the structure of Comintern's business and simplified brand identification.