Increasingly, people living in Moscow are striving not only for a clear daily routine and multitasking, but also to maintain aesthetic pleasure from the surrounding space. Many residents of a big city use carpets to provide comfort, warmth and beauty in the house, but they do not always have enough time to service this element of the interior. The company “Schotka” responds to the requests of the target audience — young people aged 25 to 40 years. The essence of the brand is dry carpet cleaning as an innovative way to maintain order in the house.
Sponge granules in the form of powder are scattered on the floor surface and removed from it by brush vacuum cleaners. “Schotka” does not carry out wet cleaning, the company, using a unique technology and delicately ridding the carpet of dirt and dust, does not harm the environment and does not injure the pile.
The design concept is based on microsponges for dry cleaning of carpets. They are a powder, but when magnified strongly, they resemble a sponge. The imitation of the pellets was made in 3D. In addition, a proprietary font has been created from microsponges, revealing the porosity of the sponges and the nature of the idea as a whole. Brand values reflect the liveliness of 3D graphics and create a direct association with sponge granules. The color palette allows you to show microsponges as they are, providing transparent communication with the consumer.
The typography on the posters, being built strictly on a grid, is scattered across the posters like pellets. Compositions on various media are transformed by changing the shapes and sizes of microsponges and combining inscriptions with them. Also, the logo reflects the spongy heterogeneity of the granules.
The corporate identity turned out to be lively and modern. Thanks to the game with scales, variability is created. On some corporate identity carriers, the scattering of microsponges resembles a real powder, on others the granule works in a greatly enlarged form, referring the viewer to the function of the powder as a sponge. It is important to note that the identity reflects the idea of an innovative way of caring for the house.