Modular identity for DVKB — a Russian brand of tableware and interior items.

DVKB (House of High Culture and Everyday Life), formerly called Redneck, is a Russian brand that designs and manufactures tableware and interior items. In 2021, the creators of the brand decided to change their business model towards selling goods not only for businesses but also for private clients (B2C). They also changed their pricing policy towards more affordable prices and expanded the product line, which is why they had a rebranding.

Our task was to create an identity that would be understandable to a wide audience of DVKB clients; to come up with a simple and understandable system that could be easily supported by the internal team of the brand and which will communicate the core values of DVKB – honesty, openness, and democracy. The visual identity of DVKB is based on a modular principle, which is a metaphor for constructing the environment around any person. The principle of using modular structures and a color palette is very flexible. It allowed us to generate a wide range of color and compositional combinations.

We have developed a custom logo, which is also a module inside our system. The logo works great both on a large scale and on the smaller one (for example, as a cliché on the back of a mug). The logo can be used in its entirety, and also it can be divided into letters, with each letter separately applied to the faces of the object.

One of the important DVKB logo carriers is the packaging. We have developed a universal modular packaging for dishes. To reduce the production cost, three basic universal forms are used, each one designed for cups, plates, and cutlery accordingly. In addition, the box is branded with stickers with information about each product. The set of packaging is supplemented with tissue paper (in case of using the cheapest packaging for markets), as well as gift bags.

Another important point of communication for DVKB is an electronic catalog that tells about the company and demonstrates the products and company production capabilities. We have also supplemented the identity with elements of merchandise for employees – these are modular plexiglass cube keychains.

The new branding allowed DVKB to reach a new level and to attract an extra audience, convey its values ​​to consumers, and launch sales of new product categories. Due to the simplicity of the techniques used, branding is also very easy to maintain and use by the internal project team.