Ethno-inspired fashion brand. Sharing Ukrainian rich culture with the world.
We started to work on Gaptuvalnya in a time of uncertainty due to the war. Natalia came to us with a task to jump to a new level and inspire the whole world with Ukrainian cultural clothes — modern vyshyvanka.
Through our clothing, we weave the threads of belonging, illuminating our connections to social, cultural, and political groups. This shared essence embodies the spirit of unity and heritage that resonates through each piece.
What we did
We created a strong condensed logotype with Cyrillic-inspired A letter to show the connection with our cultural aspect.
Additionally, we developed a set of icons in a cross-stitch style, reflecting the brand's primary type of embroidery.
After a rebranding, Gaptuvalnya's products started being sold in the largest and most respected store, TSUM.
This move elevated the brand into the upper-middle level market, drawing in a new target audience.
The new visual outlook depicts the detailed embroidery that is carefully created by hand.
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