Erich Krause: rebranding and design system for an office stationery and craft supplies brand
Industry: Office stationery
Context: ErichKrause is a company specializing in the production and sales of a broad range of office stationery, craft supplies, backpacks and bags, gifts and decor.
The company wanted to increase its market share in its existing niche, get closer to young consumers, make its packaging stand out on the shelf and update its image in line with modern trends.
Objective: Rebrand the company while preserving its brand capital, visibility and the image of high quality. Along with the brand rejuvenation, its tone of voice needed to be similarly rejuvenated.
What we did: We ran the corporate rebranding together with the client's team and developed a packaging design system for office stationery and craft supplies.
How we did it: We analyzed the entire office stationery market, identifying design trends and studying consumers.
We came up with a single design system that makes it possible to create packaging for all kinds of products, guided by common principles and preserving the integrity of brand perception. The new design makes the brand more easily noticeable in a competitive environment. We rejuvenated the brand through a minimalistic and striking packaging design. It hasn't changed dramatically, but became more noticeable, memorable and coherent.
The project involved designing a communication system for the main brand, along with children's and premium product lines. All those areas are naturally integrated within a single design system.
The craft supplies got their own interpretation as well: we designed a new color palette and extra visual elements for that product line.
We helped the brand reveal its personality through a new identity. Now striking and fresh, it is still as attentive as ever. The client fine-tuned the visual concept we had proposed. Products with the new design are entering the market now.
Project team:
Anastasia Tretyakova, Executive Creative Director
Semyon Shatylo, Creative Director
Raushan Sultanov, Creative Director
Galina Evdokimova, Copyright Department Director
Aleksandra Shchit, Art Director
Maksim Kopelyuk, 3D Designer
Andrey Anisimov, Art Director, Sound Designer
Elizaveta Kumacheva, Strategist
Konstantin Podgorny, Color Correction
Atanaz Gutsiev, Editor
Olga Mozgovaya, Camera Work
Evgeny Nikitin, Motion Designer
Aleksandra Ivanova, Director, Account Management Team,
Aleksey Andreev, Managing Partner,
Anna Lukanina, Managing Partner,
Anna Kalinicheva, Sales Director,
Darya Sobolyanova, Business Development Director,
Svetlana Trubnikova, PR Manager.
