Geometry of Feelings: Visual Identity for JENЁK Bag Brand by ESH Gruppa

Contents:

• Brand and Name
• Ellipse and Yo
• Smile and Green Mantis
• Project Team

Changing an established brand identity is a complex process, especially if the original version is not outdated or inappropriate. In such situations, it's essential to preserve the positive aspects of the brand's established image while giving it a fresh and relevant feel. It's important to consider the company's reputation and its current market position, while acting carefully to avoid undermining the trust of loyal customers. The right approach to redesign can not only refresh the visual perception but also strengthen the brand, making it more appealing to the target audience.

The design team at ESH Gruppa studio took key criteria into account when developing a project for the local brand Jenëk.

The client and studio shared the reasons why they decided to abandon the French aesthetic in the logo. The main goal was to demonstrate the brand's value to the audience through easy and open communication, as well as to demonstrate its ability to delicately interact with customers.

ESH Gruppa is an international agency specializing in design and branding. We develop identities and create visual systems for effective communication in the digital environment, printed products and other media. Our clients include IT companies, cultural institutions, and small businesses, for whom we create unique solutions that help develop their brands and improve audience engagement.

Brand and Name

Jenëk is a Russian brand specializing in the handcrafted production of custom leather bags. Founded by designer Zhenya Petrova in the summer of 2022, the brand takes its name from a familiar reference, emphasizing the designer's personal and meaningful approach to the project. Each bag is created with attention to detail and a personal approach, allowing customers to receive a unique accessory that reflects their style. Jenëk offers a wide range of models that combine quality, elegance and functionality, making them the perfect choice for connoisseurs of handcrafted items and exclusive design.

The brand logo originally used a handwritten font with with the characteristic aigu accent, which is typical of the French language. At that time, the brand name was written as jenék.

After six months of work, the brand team decided to update its identity. While searching for designers, they did not have a clear idea of ​​​​what the logo and visual style should be. Instead, they relied on the inner feelings and emotions that the new visual language was intended to convey. This allowed them to create a unique and memorable identity that aligns with the brand's spirit and the expectations of its audience.

Finding a team to develop the identity proved to be a lengthy process. While there are many talented designers available, it was important for us to find those who shared our vision and spirit. We sought professionals who don't strive for flawless perfection, who have their own opinions, and who are willing to take creative risks. This allows us to create a unique and memorable visual style that reflects our individuality.

Albina Nazmieva is the Art Director of the Jenëk brand. In her role, she is responsible for the strategic development of the brand's visual style and concept. Under Albina's leadership, Jenëk strives to create unique and memorable images that reflect contemporary fashion trends. Her experience and creative approach contribute to the formation of the brand's identity and its successful promotion in the market. Albina actively monitors changes in the industry and implements innovative ideas, which allows Jenëk to stay at the forefront of fashion trends.

Ellipse and Ё

A unique font was developed for the new logo, with the letter Ё and an ellipse as key accents. This custom font emphasized the brand's individuality and created a memorable visual image.

The geometric shape was chosen deliberately, as it creates a visual association with the unique shape of the bottom of our bags. This connection emphasizes the originality of the design and functionality of our products.

In the name, the vowels are represented by delicate lines, while the consonant graphemes are distinguished by a strict and laconic design. This creates a harmonious combination, giving the name uniqueness and expressiveness.

Playful vowels with inscribed ellipses emphasize the fluidity and versatility of the brand and its customers. These letters harmoniously combine lightness and elegance, while the more rigid consonants are responsible for the severity and static nature of the identity. This approach creates a unique visual identity that reflects the dynamic nature of the brand and the diversity of its audience.

Stefan Laško is the art director of ESH Gruppa, a studio known for its innovative approaches to design and visual art. Under Laško's leadership, the studio has achieved significant success, creating unique projects that capture the attention of both clients and audiences. His creative approach and attention to detail make him a key figure in the art industry. Under his leadership, ESH Gruppa continues to set high standards in design, combining modern trends with a personal style. Stefan Laško is actively involved in the development of concepts that foster creative thinking and impress viewers.

The studio suggested changing the French tone and switching to the letter Ё, and the clients reacted positively to this idea. The dots on the letter Ё bring a special mood to the design, which has become an attractive aspect for clients.

The two dots above the letter Ё have always intrigued me, but they weren't associated exclusively with the Cyrillic alphabet. They are more of a visual accent, emphasizing and highlighting certain elements. Such diacritics in various languages ​​attract attention and lend a special charm to the text. The visual aesthetic of words, complemented by specific symbols, has always been close to my heart.

The transition to two dots was a natural step, as I felt it better reflected our shared mood. From the very beginning of our journey, we have focused on feelings rather than logic and analysis. This approach allows us to understand each other more deeply and create a harmonious atmosphere in our interactions.

Albina Nazmieva is a professional in her field, possessing significant experience and knowledge. She actively develops her skills and strives for excellence in her career. Albina pays attention to modern trends and is always up-to-date with the latest news. Her approach to work is characterized by creative thinking and attention to detail, which allows her to achieve high results. Albina Nazmieva exemplifies perseverance and determination, which inspires those around her.

Smile and Mantis Green

ESH has developed a new brand mark—a monogram consisting of a ligature of the letters J and Ё. Its playful, swirling shape evokes associations with a smiling face. This monogram not only reflects the company's creative approach, but also serves as a striking symbol of its uniqueness in the world of branding.

The main color chosen for the identity is the shade of the back of a praying mantis. This bright, yet soft color is perceived harmoniously and does not cause discomfort, while simultaneously attracting attention. The designers came to the conclusion that this color symbolizes the desire for development, while maintaining a connection with traditions and continuity.

Elements of corporate identity, such as ellipses, letters, dots and color, harmoniously combine A subtle sense of humor, elegance, lightness, brightness, and delicacy characterize the logo. The logo doesn't overly attract the customer's attention, but rather gently hints at the emotions the bags can evoke.

Jenëk's personality is reminiscent of a human's: it changes depending on his mood, new experiences, and the environment. These fluctuations make him unique and multifaceted, allowing him to adapt to various situations and experiences.

Albina Nazmieva is a talented specialist in her field, possessing unique experience and knowledge. She has successfully completed numerous projects, confirming her high qualifications. Albina actively monitors the latest trends and innovations in her field, allowing her to offer clients relevant and effective solutions. Over the years, she has proven herself to be a reliable partner, providing a high-quality approach to each project. Albina Nazmieva is a name associated with professionalism and a high level of service.

Project Team

• Stefan Lashko — studio partner, art director
• Katya D-D — letter designer
• Anna Kolysheva — designer
• Boris Kaboroom — motion designer
• Ivan Matskevich — manager

• Zhenya Petrova — founder and designer
• Albina Nazmieva — art director
• Elena Sokolova — PR manager
• Antonina Zolotnikova — manager and videographer
• Polina Tverdaya — photographer
• Evgeniya Parfyonova — photographer

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