The company “Komus” is one of the largest stationery stores in Russia. It holds a leading position in the Russian market of office supplies for office workers, students and schoolchildren. It is one of the largest suppliers of paper, cardboard and plastic packaging. The main task: to stay in the segment in which it is now, i.e. the leading provider of office supplies.

Consumers of the product: the percentage of men is 50% and women is 50%, Children aged 7-15 are active consumers of school and creative goods categories. Age: 16-19 active consumers of both school and office office supplies. Age: 20-49 Office workers

Goal and objective: The brand has been on the market for many years, the competition has increased and in order to strengthen its position and prove its leadership in the market, it was decided to make a more daring, bright and eye-catching design.

The idea was a metaphor – the consumer’s handwriting samples. Various consumers came to Komus. They can be divided into three main groups: students, office workers and schoolchildren of different ages. The main metaphor for showing these three groups is the consumers’ handwriting, different scribbles and doodles drawn by the customers to check whether the store products (pens, markers, pencils and others) draw or write properly.Next, I used these handwriting in the logo and showed the selected elements of handwriting in posters about product promotions, in packaging etc.Furthermore, the company “Komus” produces its own products: printer paints, office papers. You can see the packaging appearance. I also made uniforms for store employees and shipping boxes for transporting goods. Delivery vehicles with various consumer logos and information: website and phone number. Finally, I’ve made the design of the shop sign.

Special thanks to the Russian Higher School of Economics (HSE), project curator Oksana Paley – the head of the Master’s program Art Direction.