The brand of men’s accessories «Pribludy» is the result of collaboration between the retail network “585” and Victor Blud, a well-known athlete, propagandist of a healthy lifestyle, blogger, and owner of colorful mustaches and a million-strong subscriber base.
Target Audience Analysis
At first, the DDC team was keen to understand the collective image of Victor Blud’s audience. Its most active part consists of ordinary guys from the outskirts of the city, raised outside the home and living according to concepts close to outdoor workouts. These are young self-made people, on the border of generations Y and Z, who are passionate about strength sports and adhere to the principles of “backyard healthy living”.
These guys spend their youth in rough neighborhood gyms, socialize on pull-up bars, and their uncle, who works part-time at school, successfully replaces both their parents and teachers. They are simple in their interests and strong in their beliefs.
It is important for them to feel a sense of belonging to the sports community, to express themselves, to emphasize their ruggedness and masculinity.
Naturally, the desire to showcase their rugged masculinity and demonstrate their connection to the right kind of sport is satisfied not only by attending a sports alma mater.
This is also achieved through various masculine and daring attributes that reflect the values, views, and lifestyle of the target audience: philosophical quotes that resonate with the boys, clean-cut hairstyles, brutal tattoos, bold clothing, and expressive accessories.
Victor Blud himself exploits the modernized image of an old-school muscle man, straight from the middle of the 19th to the early 20th centuries. This is his calling card. He sports the same neatly curled moustache, small round glasses resembling pince-nez, speaks boldly, and mostly shaves his head completely bald. This borrowing is not just folly.
In Blud’s portrayal, an old-school athlete is not just a romanticized image of the right kind of weightlifter over time, but the epitome of a real athlete and a hundred percent man.
Being a media personality, Victor Blud, plays the role of that local coach for his fans, who not only shows them how to lift weights correctly but also, like a father, discusses how to live everyday life, what to wear and when, how to express oneself, and who to be in life.
Victor is a key figure for his audience. That’s why, we decided to build our «storytelling» around the client’s public image and create a brand that would be somewhat synonymous with him.
At the same time, it was important for us not only to convey the client’s vibrant and edgy image, but also to reflect his character and show his significance to the audience.
We chose the unconventional and catchy name «Priludy» which can be translated as “Whims” or «Curiosities». This expressive and daring name carries several meanings at once:
Direct and explicit reference to the fan base and client’s pseudonym.
The name reflects the idea of uniting Victor Blud’s fans around his figure.
The name indicates to us that our jewelry is only an attribute, a means of self-expression, and an optional opportunity to make a loud statement about oneself.
The logo is based on a simple, clear, and powerful symbol – an image of a raised fist. It signifies unity, strength, and resistance. The fist is detached, emphasizing the brand’s overall “brutal and combative” spirit. The ring on the hand indicates its affiliation with jewelry production.
The typography is consistent with the character of the symbol. The letters appear to be forged from metal. Their geometry is not always perfect, and their shapes are deliberately irregular.
We have chosen the most bold, unconventional, and even brutal forms for packaging: matchboxes, cans, and toilet paper rolls. Their design features vibrant yet concise old-school poster illustrations depicting athletes from the past era.
The fighting spirit is reinforced by the sharp copywriting, which directs us to the phrases that Blood throws at his fans in his addresses.
The Soviet stylistics of the bearers serves as an additional bridge, connecting different generations of athletes – vintage weightlifters and the audience of Blood.
The DDC Group team has thoroughly worked on not only the core attributes of the brand and packaging design but also the design of branded materials such as letterheads, envelopes, and business cards.
Victor has a popular YouTube channel with an audience of 1.85 million subscribers, posts photos and videos of his workouts on social media, and aims to promote sports among young people.
Blud positions himself not as a professional athlete, but as an ordinary enthusiast who simply wants to maximize his strength.
- Agency/Creative: DDC.Group
- Article Title: The Brand of Men’s Accessories «Pribludy»
- Organisation/Entity: Agency
- Project Type: Packaging
- Project Status: Published
- Agency/Creative Country: Russia
- Agency/Creative City: Санкт-Петербург
- Market Region: Europe
- Project Deliverables: 2D Design, Advertising, Brand Creation, Brand Design
- Format: Blister-Pack
- Substrate: Metal
- Industry: Beauty/Cosmetics
- Keywords: brand, men's accessories
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