Lzya!

In August 2020, we were approached by a company selling children's goods. The situation was not easy: the old name did not help the brand, but worked against it. We needed a new name.

At the time of opening, the company was called Baby Lux focused on "babies". In the 2000s, it was cool to be called that. Every second person added a luxury prefix and a golden railing at the entrance to the store. At the same time, luxury in naming did not correlate with the positioning of the company.

 Baby Lux had premium products, but mainly the company worked in the middle and middle-plus segment. At the same time, the name, instead of creating a flair of premium, worked in the opposite direction.

The target audience read Lux as “expensive” and avoided the store, not realizing that the assortment had goods for any wallet. In addition, the company focused on the “babies” segment and wanted to expand the audience by adding preschoolers. And it was inconvenient to go out on social networking sites with the name Baby Lux, because every third Instagram account was with the prefix Baby. It is difficult to remember the brand and distinguish it from the crowd.

We strategically approached the task and created not just a bright name, but a whole brand platform, communication with a visualized idea.

Why LZYA? In Russian kids usually emotionally protest to all parents' prohibitiotions like that, which means "I do can!" Thus it is more than a name that provides 100% memorability. Lzya is the word on which it was possible to build communication, the brand concept. In this simple childish neologism, the idea of ​​a modern approach to education is sewn up.

Previously, the process of education was built mainly on prohibitions. Now education is about building boundaries, about LIFE, but with awareness of responsibility for one's own actions. It turned out such a territory where everything is possible and you can express yourself creatively.

We took the words with the particle NOT and painted over the negation with a red marker, played up the concept of LZYA on various graphic media. The negation is always red, the color of the marker, on the contrary, is "allowing" green.

It turned out to be a simple and easy-to-use style-forming universal tool that is easy to work with both at the level of graphics and copywriting, creating various vivid statements for media.

It is important to note that a short, bright four-letter name is easy to use. And the design itself turned out to be memorable and at the same time absolutely easy to implement at points of sale.