Retail multi-brand boutiques called 163 are located in Novosibirsk, Russia. Boutiques sell prêt‑à‑porter lines by such brands as Diane von Furstenberg, Fendi, Versace, John Richmond and Karl Lagerfeld. They asked me to design a visual identity that wouldn’t overshadow the clothing but will be recognisable in a tiny local fashion market.
Boutique network has both male and female stores working under the same name. Ladies’ and gentlemen’s colours are connected within dynamic gradients and mixed using a grid. Vibrant patterns are easy to remember, apply to any surface and hard to be left unnoticed.