THIS&THAT is a concept store that values the freedom of choice and the individuality of each customer. It inspires and contributes to the formation of each customer’s own personal environment, helping buyers find their perfect products and craftsmen find their ideal buyers.

The client, coming from the sphere of sales and business, emphasized the commercial component of the projects. Therefore, our task was to convey the brand’s values while creating “designs that sell.” In response to this directive, we determined that the central metaphor for the project would revolve around the concept of a box, for the following reasons:

The box represents something being sold.
The box symbolizes something ordered online, as the majority of the store’s sales occur online, and the box plays a significant role in the delivery process.
The box embodies an emotion, capturing the customer’s feelings when they receive, open, and finally encounter the product they ordered.
The box signifies individuality, emphasizing the uniqueness of each object crucial for THIS&THAT.
The idea of the box permeates the entire project. In posters, the box appears not only by itself but also as the container for typography or photos. The delivery packaging becomes the main hero of the brand: with just the help of a marker, we create packaging that is unique for every order. Social network designs inherit the idea, but the box appears on posts in a cropped manner. Additionally, we developed merchandise—keychains and dice. Specifically designed dice can help the customer make decisions about which item to buy.

The core idea of the box enables the brand’s identity to be flexible and versatile while remaining unique.