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Des:glory Design

Boutique Agency | Shanghai

Visual Identity for Mishka

When Brooklyn Street fashion brand, Mishka, entered China in 2014, it came with its eye-catching street art style design but no unified VI system. The original Russian and English brand name would also have low recognition in China because the local target customers have difficulty pronouncing them. Therefore, a Chinese name for the brand was necessary.

A Chinese brand name was given by phonetically translating the original name. The design of the Chinese typeface follows the original Cyrillic style, to localize it and still keep the visual connection with the original.

The logo is standardized to ensure best visual appearance with a set of graphic standard guidelines. By maximizing the size against a dark background, the VI collaterals, like woven label, hang tags and packaging, create intense visual impact and makes the brand more memorable.

The brand now has about 30 retail stores in China. Liao Xiaoling, Fashion Designer and Creative Director of Mishka is glad that the VI system manage the brand image presented in all the stores throughout the country, “The VI system has made Mishka very easy to remember while keeping the bold and eye-catching character of the brand.”