R-COLLECTION
Clarifying the brand strategy and visual identity while honoring the roots
The core of R-Collection lies in practical and high-quality clothing that is comfortable to wear both today and years from now. The family-owned business from Kajaani has been operating since 1978 and has been bold in developing its operations over the years while still maintaining their characteristic way of doing things.
Our collaboration with R-Collection began in 2019. The clarification and refinement of the brand was at the core of our collaboration. We both strengthened the existing visual elements of the brand, and developed new ones.
Approach
At the beginning of our collaboration, we dove into the brand’s origins and development goals. We examined the company’s operating environment and customer expectations towards the brand through customer research and involving key stakeholders.
Based on the background work and objectives, we worked together with the client to develop and clarify the brand strategy, crystallizing core elements and key guidelines. We also aimed to renew the core messages to meet current needs and reflect the company’s values and objectives.
Following the clarification of the brand core, we updated the existing visual elements and designed new brand materials on a conceptual level.
Results
The main fruits of our labor were the revitalized R-Collection brand strategy and core elements, along with new brand materials derived from the new strategy. We also created concrete guidelines for brand management. The updated R-Collection messages highlight the core values and sustainability goals of the business better.
The brand strategy, appearance, and core messages now meet current needs and enhance the brand experience in a multi-channel environment.
Lookbook
Image Concept
Concept: Pentagon Design
Photographer: Vuokko Salo
Stylist: Mirkka Siusluoto
Make-up & Hair: Essi Kylmänen
Icons and core graphic design elements
Packaging concept and stationary
