des:glory Consultants is a branding consultancy firm, specializing in providing integrated strategies and design solutions for corporations and brands. Our team creates international and professional images for local brands, and also provides localization solutions to international brands that enter the China market. Our clients cover different fields: from fashion to food and beverage, from consumer goods to real estate...
With its unique perspective of visual analysis and quality design, des:glory helps new brands create full-scale brand identity from naming to market positioning; and also provides solutions to reposition and enhance the brand identity of existing brands. We believe that design inspiration does not just spring to mind – it comes from more professional and rational analysis and thinking, which is why des:glory emphasizes the idea of “designing” sensibility with rationality.
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.”