MISHKA

迷奇咖

VISUAL IDENTITY / PACKAGING / PROMOTIONAL COLLATERAL

视觉识别形象 / 包装设计 / 推广资料

Using the eyeball as its logo shows the rebellion in street culture. Standardizing the logo and using it on a square black background creates an intense visual impact and strengthens memories about the brand.

满布血丝的眼球作为标识夸张地传达了街头文化中的叛逆与霸气，对标识的规范及应用在方形黑色背景上产生强烈的视觉冲击力，强化对品牌的记忆。

When Brooklyn Street fashion brand, Mishka, entered China in 2014, it came with its eye-catching street art style design but no unified VI system. The original Russian and English brand name would also have low recognition in China because the local target customers have difficulty pronouncing them. Therefore, a Chinese name for the brand was necessary.

A Chinese brand name was given by phonetically translating the original name. The design of the Chinese typeface follows the original Cyrillic style, to localize it and still keep the visual connection with the original.

The logo is standardized to ensure best visual appearance with a set of graphic standard guidelines. By maximizing the size against a dark background, the VI collaterals, like woven label, hang tags and packaging, create intense visual impact and makes the brand more memorable.

纽约布鲁克林街头潮牌Mishka于2014年带着其夸张抢眼的街头艺术风格设计来到中国。由于缺乏统一的品牌视觉形象识别系统，且原有的俄罗斯文及英文品牌名不易被目标客群读出，因此品牌面临识别度的问题。

品牌中文名来自原有俄罗斯名的音译，字体设计遵循原本的斯拉夫语风格，本土化的同时又保留了与原来品牌的视觉联系。

品牌商标通过一系列使用规范系统化设计以保证其最佳视觉效果，将标识以最大尺寸应用在黑色背景的织唛、吊牌、包装等材料上，产生强烈的视觉冲击力，强化对品牌的记忆。

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