Lamoda is Russia’s biggest online fashion retailer with 20+ mln unique monthly users.

The challenge: The company outgrew its original startup state and wanted to become more global, mature, and human. It was going to make a shift from an e-commerce platform to a daily fashion consultant. Lamoda’s team wanted the new identity to show that it belongs to the fashion industry.

The Solution: We crafted key visuals inspired by classic fashion patterns interwoven with the colour palette's gold, skies, and primroses. Lamoda is no longer just about fashion. It is fashion. We created design principles and a comprehensive guidebook. We revisited Lamoda's business units (the website, app, delivery service, and planned offline stores) and developed a consistent visual system for them. The boxes, company vehicles, advertising, and merchandise — everything is united.