He has 34
![](https://linii.ru/media/__filtered__/b0e14a540-aa4c-4e59-ad78-ca71f09bcfd5__blur__.jpg)
Branding of a premium store for men's shirts
- 1-е место — «Мужские сорочки»
IV Всероссийский форум лёгкой промышленности России, 2017 г. - 2-е место — «Ритейл-брендинг»
POPAI Russia Awards, 2018 г.
Elita Russian knitwear factory, specializing in men’s shirts sewing for more than 25 years, asked LINII branding agency to develop a premium brand and boutique retail store, with the prospect of scaling into franchising.
The classic men’s shirt is supposed to consist of 34 elements. It is also said that a man reaches the peak by the age of 34. The magic of numbers itself told us the name of the brand. However, when developing naming, a difficulty arose: just numbers cannot be registered as a trademark. And we figured out how to get around the rules. If the number 34 is turned 180°, the word "he" is obtained. Thus the name He has 34 was born.
![](https://linii.ru/media/__filtered__/b67de63a4-c70d-4618-9b03-d4f7766cb0d5__blur__.jpg)
The basic palette of the brand is black and white, focusing only on the product. And the stencil logo was made according to the shape with a reference to tailor’s patterns.
![](https://linii.ru/media/__filtered__/be4c7e67c-a066-4428-a567-58464cd13316__blur__.jpg)
![](https://linii.ru/media/__filtered__/b8a618780-17d2-4291-89af-7c98994ec9a3__blur__.jpg)
![](https://linii.ru/media/__filtered__/b0d6c60b6-8d53-4cb1-be82-fd6d57c08c5f__blur__.jpg)
![](https://linii.ru/media/__filtered__/bf5f69f6e-de2a-4c59-98a2-080c3e279270__blur__.jpg)
![](https://linii.ru/media/__filtered__/bd6bded87-8a73-4353-9665-10ddd8447224__blur__.jpg)
![](https://linii.ru/media/__filtered__/bcb2aa7c5-8d4b-4bb5-a4f7-721b3ce34404__blur__.jpg)
![](https://linii.ru/media/__filtered__/b6ed5d94c-fac9-413d-ac6d-aafcedb93bfb__blur__.jpg)
![](https://linii.ru/media/__filtered__/b5f7531d6-4689-41ad-affe-b83a4151a238__blur__.jpg)
![](https://linii.ru/media/__filtered__/bbac08c47-790b-45d0-ad44-18ceafc553d6__blur__.jpg)
![](https://linii.ru/media/__filtered__/b4b235a2e-cf47-4864-ba36-9a4943ff442d__blur__.jpg)
![](https://linii.ru/media/__filtered__/bfc52a7e4-b1b5-4efa-903c-ca5a01528e31__blur__.jpg)
![](https://linii.ru/media/__filtered__/b8e13e5b2-5346-420f-8ff1-be74b77ded1b__blur__.jpg)
![](https://linii.ru/media/__filtered__/b0c0b8e17-5f7f-46f6-b330-761b19a22cd3__blur__.jpg)
![](https://linii.ru/media/__filtered__/b4d958f90-d851-4db0-98fb-3fb425bf499a__blur__.jpg)