Transforming Urban Reality. Naumi

Naumi is a Russian premium womenswear brand, an expert in puffer jackets. The company believes that even during the cold season, it is possible to dress vividly without sacrificing comfort. Naumi approached us with a request to develop a new positioning and update the identity. Our primary task was to emphasise the brand's expertise in the premium puffer jacket segment and show its author's vision of style. The brand strategy was developed by Signal (part of ONY).

The research conducted by the agency, including semiotics and social listening, was based on Russian women's interest in fashion and the aesthetics of luxury brands – focus on the object, contrast with everyday life, irony and close connection with the world of art. These principles have become the basis of the brand strategy: Naumi believes that a woman is a creative person who can transform the urban reality no matter what the weather is like outside. This vision distinguishes the brand from other winter clothing manufacturers. However, to emphasise the difference, the brand identity had to become brighter and more distinctive

Font ONY One forms the basis of the logo lettering, which we have complemented with a flower that echoes the plasticity of the font. The brand interprets it as a feminine image that coincides with Naumi's overall concept.

Mono brands are mainly recognisable by their signature colour, and Naumi is no exception, so we have chosen a soft lemon for them. The rounded liner font, based on ONY One, reflects the jacket's puffy shape. Meanwhile, the typography, with tight tracking and slants, gives the brand a punky feel.

The brand's photographic style promotes an idea of adapting the environment to oneself and being art amidst everyday life. The images emphasise the contrast between bright clothes and grey winter landscapes, whether in urban spaces or unusual locations. This approach reinforces the brand's idea of transforming everyday life into something unique and inspiring.

An additional element of the identity is a pattern based on stitching: typical backstitches in puffer jackets' outer side design. The company can incorporate this pattern in the social media posts and promotional materials, brand merchandising, or other decorative contexts