This document presents an analysis for developing a brand identity for a new business accessories shop. It identifies the key aspects of the product essence to focus on, including the objective values of using high-quality materials, craftsmanship, simple design, and value, as well as the subjective values of uniqueness, status, professionalism, and culture. The analysis recommends basing the brand orientation on having a clear product focus and brand identity.

1. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 1
Anton Chitana’s
Presentations Portfolio
The Real One
The Valuables of Leather
and Paper
Brand Development Report
(In English / Russian)
November 2011
Moscow

2. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 2Your category
Leather goods?
Exclusive stationary?
Business presents?
BUSINESS ACCESSORIES

3. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 3Competitors: overall picture

4. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 4Competitors: half-brands
accessories shops
ad-souvenir agencies

5. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 5Competitors: lifestyle

6. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 6Market in one word

7. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 7Analysis
LETS FOCUS!

8. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 8What do we base on?
1. CLEAR PRODUCT
ORIENTATION

9. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 9Hero products
Items with a story, things with real value.
PRODUCT IS A HERO

10. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 10Product essence
Ценные вещи
из бумаги и кожи

11. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 11
Ценные вещи
из бумаги и кожи
Product essence

12. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 12
VALUE
Product essence

13. VALUE
For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 13
Objective Subjective
Product essence

14. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 14Objective value
1. Materials
Parts of a NATURAL WORLD.
Touch and feel.

15. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 15Objective value
2. Craft
There’s a person behind.
Attention and warm hands.

16. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 16Objective value
3. Design
Pure. Polished by time.
Beauty of truth and simplicity.

17. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 17Objective value
4. Smart Choice
Value for money.
Large and straight collection.

18. VALUE
For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 18
Objective Subjective
Product essence
1. Materials:
Parts of a NATURAL WORLD.
Touch and feel.
2. Craft:
There’s a man behind.
Attention and warm hands.
3. Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
4. Smart choice:
Value for money.
Large and straight collection.

19. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 19Subjective value
1. Unique
Rare pieces.
Preselected carefully.

20. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 20Subjective value
2. Status
Showing personal success.
Posh and updated.

21. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 21Subjective value
3. Professionalism
Tools for work.
Source of inspiration.

22. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 22Subjective value
4. Culture
Intellect. Design thinking.
European lifestyle.

23. VALUE
For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 23
1. Unique:
Rare pieces.
Preselected carefully.
2. Status:
Showing personal success.
Posh and updated.
3. Professionalism:
Tools for work.
Source of inspiration.
4. Culture:
Intellect. Design thinking.
European lifestyle.
Objective Subjective
Product essence
1. Materials:
Parts of a NATURAL WORLD.
Touch and feel.
2. Craft:
There’s a man behind.
Attention and warm hands.
3. Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
4. Smart choice:
Value for money.
Large and straight collection.

24. VALUE
For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 24
1. Unique:
Rare pieces.
Preselected carefully.
2. Status:
Showing personal success.
Posh and updated.
3. Professionalism:
Tools for work.
Source of inspiration.
4. Culture:
Intellect. Design thinking.
European lifestyle.
Objective Subjective
Let’s focus
1. Materials:
Parts of a NATURAL WORLD.
Touch and feel.
2. Craft:
There’s a man behind.
Attention and warm hands.
3. Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
4. Smart choice:
Value for money.
Large and straight collection.

25. VALUE
For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 25
1. Unique:
Rare pieces.
Preselected carefully.
2. Status:
Showing personal success.
Posh and updated.
3. Professionalism:
Tools for work.
Source of inspiration.
4. Culture:
Intellect. Design thinking.
European lifestyle.
Objective Subjective
Let’s focus
1. Materials:
Parts of a NATURAL WORLD.
Touch and feel.
2. Craft:
There’s a man behind.
Attention and warm hands.
3. Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
4. Smart choice:
Value for money.
Large and straight collection.

26. VALUE
For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 26
1. Unique:
Rare pieces.
Preselected carefully.
2. Status:
Showing personal success.
Posh and updated.
3. Professionalism:
Tools for work.
Source of inspiration.
4. Culture:
Intellect. Design thinking.
European lifestyle.
Objective Subjective
Let’s focus
1. Materials:
Parts of a NATURAL WORLD.
Touch and feel.
2. Craft:
There’s a man behind.
Attention and warm hands.
3. Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
4. Smart choice:
Value for money.
Large and straight collection.

27. VALUE
For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 27
1. Materials:
Parts of a NATURAL WORLD.
Touch and feel.
2. Craft:
There’s a man behind.
Attention and warm hands.
3. Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
4. Smart choice:
Value for money.
Large and straight collection.
1. Unique:
Rare pieces.
Preselected carefully.
2. Status:
Showing personal success.
Posh and updated.
3. Professionalism:
Tools for work.
Source of inspiration.
4. Culture:
Intellect. Design thinking.
European lifestyle.
Objective Subjective
Let’s focus

28. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 28
2. CLEAR BRAND
ORIENTATION
What do we base on?

29. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 29Brand orientation
MULTIBRAND
MONOBRAND
Shop oriented.
Lower diversification opportunities,
stronger focus.
Branded product oriented.
Stronger diversification opportunities,
lower focus.

30. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 30
Objective Subjective
Brand drivers to focus on
MULTIBRAND
MONOBRAND
PRICE / CHOICE
QUALITY CULTURE
STATUS / SELECTION
Materials:
Parts of a NATURAL WORLD.
Touch and feel.
Craft:
There’s a man behind.
Attention and warm hands.
Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
Smart choice:
Value for money.
Large and straight collection.
Unique:
Rare pieces.
Preselected carefully.
Status:
Showing personal success.
Posh and updated.
Professionalism:
Tools for work.
Source of inspiration.
Culture:
Intellect. Design thinking.
European lifestyle.

31. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 31Brand Scenarios
Scenario 1
Quality

32. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 32
Objective Subjective
Brand drivers to focus on
MULTIBRAND
MONOBRAND
PRICE / CHOICE
QUALITY CULTURE
STATUS / SELECTION
Materials:
Parts of a NATURAL WORLD.
Touch and feel.
Craft:
There’s a man behind.
Attention and warm hands.
Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
Smart choice:
Value for money.
Large and straight collection.
Unique:
Rare pieces.
Preselected carefully.
Status:
Showing personal success.
Posh and updated.
Professionalism:
Tools for work.
Source of inspiration.
Culture:
Intellect. Design thinking.
European lifestyle.

33. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 33
Objective Subjective
Brand drivers to focus on
MULTIBRAND
MONOBRAND
PRICE / CHOICE
CULTURE
STATUS / SELECTION
Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
Smart choice:
Value for money.
Large and straight collection.
Unique:
Rare pieces.
Preselected carefully.
Status:
Showing personal success.
Posh and updated.
Professionalism:
Tools for work.
Source of inspiration.
Culture:
Intellect. Design thinking.
European lifestyle.
Поставщик ценных вещей:
уникальных, с историей,
произведенных вручную,
отобранных тщательно
и представленных
с достоинством.

34. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 34Scenario 1
Мы подбираем для вас уникальные вещи.
Вещи в которых идельно сбалансированы
форма и содержание. Сделанные из
натуральных материалов, хранящие тепло
рук мастера. Вещи в стилях, которые
превосходят мимолетные веяния моды.
Ценные вещи из бумаги и кожи.
Вещи вне времени. Вещи в себе.
СOSA IN SE

35. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 35Scenario 1
Мы представляем эти вещи с заботой
и достоинством. Вручную, так, как они
произведены. Тактильно и натурально.
Внимательно и индивидуально.
INSE
Рабочая тетрадь
LEGACCI QUADERNO
Фабрика: Руди Рабитти
Место: Пьяченца, Италия
Дизайнер: Джио Тиротто
История: Бумага этой тетради производится с 1262 г.
На ней работали Микелеанджело и Леонардо Да Винчи.

36. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 36Scenario 1

37. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 37Scenario 1

38. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 38Scenario 1

39. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 39Scenario 1

40. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 40Scenario 1

41. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 41Scenario 1

42. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 42Scenario 1

43. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 43Scenario 1

44. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 44Scenario 1

45. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 45Scenario 1

46. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 46Scenario 1

47. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 47Scenario 1

48. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 48Scenario 1

49. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 49Scenario 1

50. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 50Scenario 1

51. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 51Brand Scenarios
Scenario 2
Smart choice

52. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 52
Objective Subjective
Brand drivers to focus on
MULTIBRAND
MONOBRAND
PRICE / CHOICE
CULTURE
STATUS / SELECTION
Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
Smart choice:
Value for money.
Large and straight collection.
Unique:
Rare pieces.
Preselected carefully.
Status:
Showing personal success.
Posh and updated.
Professionalism:
Tools for work.
Source of inspiration.
Culture:
Intellect. Design thinking.
European lifestyle.
Поставщик ценных вещей:
уникальных, с историей,
произведенных вручную,
отобранных тщательно
и представленных
с достоинством.

53. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 53
Objective Subjective
Brand drivers to focus on
MULTIBRAND
MONOBRAND
CULTURE
STATUS / SELECTION
Unique:
Rare pieces.
Preselected carefully.
Status:
Showing personal success.
Posh and updated.
Professionalism:
Tools for work.
Source of inspiration.
Culture:
Intellect. Design thinking.
European lifestyle.
Поставщик ценных вещей:
уникальных, с историей,
произведенных вручную,
отобранных тщательно
и представленных
с достоинством.
Большой магазин
дизайнерских вещей
по разумным ценам.
Актуальный и креативный.
Европейский, удобный
и умный.

54. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 54Scenario 2
Modern art museum feeling,
+IKEA comfort and navigation

55. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 55
Самый большой выбор
дизайнерских вещей по адекватным ценам.
Современный, удобный и продуманный
магазин-галлерея уникальных предметов
для успешных людей с творческим
мышлением. Открытых и умных, следящих
за временем. Магазин, где вы всегда найдете
нужный вам ITEM.
THE ITEM
Scenario 2

56. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 56Scenario 2

57. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 57Scenario 2

58. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 58Scenario 2

59. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 59Scenario 2

60. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 60Scenario 2

61. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 61Scenario 2

62. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 62Scenario 2

63. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 63Scenario 2

64. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 64Scenario 2

65. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 65Scenario 2

66. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 66Scenario 2

67. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 67Scenario 2

68. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 68Scenario 2

69. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 69Brand Scenarios
Scenario 3
Selected Status

70. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 70
Objective Subjective
MULTIBRAND
MONOBRAND
CULTURE
STATUS / SELECTION
Unique:
Rare pieces.
Preselected carefully.
Status:
Showing personal success.
Posh and updated.
Professionalism:
Tools for work.
Source of inspiration.
Culture:
Intellect. Design thinking.
European lifestyle.
Поставщик ценных вещей:
уникальных, с историей,
произведенных вручную,
отобранных тщательно
и представленных
с достоинством.
Большой магазин
дизайнерских вещей
по разумным ценам.
Актуальный и креативный.
Европейский, удобный
и умный.
Scenario 3

71. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 71
Objective Subjective
MULTIBRAND
MONOBRAND
CULTURE
Professionalism:
Tools for work.
Source of inspiration.
Culture:
Intellect. Design thinking.
European lifestyle.
Поставщик ценных вещей:
уникальных, с историей,
произведенных вручную,
отобранных тщательно
и представленных
с достоинством.
Большой магазин
дизайнерских вещей
по разумным ценам.
Актуальный и креативный.
Европейский, удобный
и умный.
Бутик-галлерея
эксклюзивных аксессуаров.
Байеры ищут и находят редкие
вещи, которые соответствуют
высокому актуальному вкусу
успешный людей.
Scenario 3

72. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 72
Отбор и селекция.
Только лучшее, без компромиссов.
Все, чтобы подчеркнуть высокий статус
и безупречный вкус. Силу и смелость.
Избранность и исключительность.
Бутик деловых аксессуаров где собраны
вещи, говорящие о Вашем характере
больше слов.
Бумага, кожа... И НИЧЕГО ПОДОБНОГО.
PICK
Scenario 3

73. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 73Scenario 3
PICKY - giving careful attention to detail;
hard to please; excessively concerned
with quality;

74. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 74Scenario 3

75. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 75Scenario 3

76. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 76Scenario 3

77. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 77Scenario 3

78. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 78Scenario 3

79. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 79Scenario 3

80. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 80Scenario 3

81. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 81Scenario 3

82. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 82Scenario 3

83. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 83Scenario 3

84. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 84Scenario 3

85. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 85Scenario 3

86. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 86Scenario 3

87. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 87Scenario 3

88. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 88Brand Scenarios
Scenario 4
Culture

89. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 89
Objective Subjective
MULTIBRAND
MONOBRAND
CULTURE
Professionalism:
Tools for work.
Source of inspiration.
Culture:
Intellect. Design thinking.
European lifestyle.
Поставщик ценных вещей:
уникальных, с историей,
произведенных вручную,
отобранных тщательно
и представленных
с достоинством.
Большой магазин
дизайнерских вещей
по разумным ценам.
Актуальный и креативный.
Европейский, удобный
и умный.
Scenario 4
Бутик-галлерея
эксклюзивных аксессуаров.
Байеры ищут и находят редкие
вещи, которые соответствуют
высокому актуальному вкусу
успешный людей.

90. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 90
Objective Subjective
MULTIBRAND
MONOBRAND
Поставщик ценных вещей:
уникальных, с историей,
произведенных вручную,
отобранных тщательно
и представленных
с достоинством.
Большой магазин
дизайнерских вещей
по разумным ценам.
Актуальный и креативный.
Европейский, удобный
и умный.
Бутик-галлерея
эксклюзивных аксессуаров.
Байеры ищут и находят редкие
вещи, которые соответствуют
высокому актуальному вкусу
успешный людей.
Культовый бренд
– носитель идеи.
Под этой маркой продаются
вещи для людей, своей
работой меняющих страну
и мир в целом.
Scenario 4

91. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 91Scenario 4
Культовый бренд =
СИЛЬНАЯ ИДЕЯ,
ВОПЛОЩЕННАЯ В СИЛЬНОМ ЗНАКЕ

92. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 92Scenario 4
Культовый бренд =
ЛЕГЕНДА, КОТОРАЯ СИЛЬНЕЕ ВРЕМЕНИ

93. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 93
Форма – ничто без содержания.
Жизнь пуста без работы и развития.
Работы не только для себя, но и для других.
Этот бренд – для людей меняющих мир
вокруг: образованных, умных, самокритичных
и, главное, СОЗДАЮЩИХ.
Для тех, кто с уверенностью причисляет к
себя к тому классу, благодаря которому
жизнь становится лучше:
INTELLIGENZA
Scenario 4

94. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 94Scenario 4

95. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 95Scenario 4

96. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 96Scenario 4

97. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 97Scenario 4

98. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 98Scenario 4

99. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 99Scenario 4

100. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 100Scenario 4

101. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 101Scenario 4

102. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 102Scenario 4

103. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 103Scenario 4

104. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 104Scenario 4

105. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 105Scenario 4

106. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 106Scenario 4

107. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 107Brand Scenarios
Overview

108. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 108
Objective Subjective
MULTIBRAND
MONOBRAND
Поставщик ценных вещей:
уникальных, с историей,
произведенных вручную,
отобранных тщательно
и представленных
с достоинством.
Большой магазин
дизайнерских вещей
по разумным ценам.
Актуальный и креативный.
Европейский, удобный
и умный.
Бутик-галлерея
эксклюзивных аксессуаров.
Байеры ищут и находят редкие
вещи, которые соответствуют
высокому актуальному вкусу
успешный людей.
Культовый бренд
– носитель идеи.
Под этой маркой продаются
вещи для людей, своей
работой меняющих страну
и мир в целом.
Overview

109. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 109Scenario 1

110. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 110Scenario 2

111. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 111Scenario 3

112. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 112Scenario 4

113. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 113Brand Scenarios
Let’s discuss

114. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 114Scenario 4

115. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 115Scenario 4
Сhosen for further
development

116. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 116
Objective Subjective
Scenario chosen
MULTIBRAND
MONOBRAND
PRICE / CHOICE
QUALITY CULTURE
STATUS / SELECTION
Materials:
Parts of a NATURAL WORLD.
Touch and feel.
Craft:
There’s a man behind.
Attention and warm hands.
Design:
Pure idea. Polished by time.
Beauty of truth and simplicity.
Smart choice:
Value for money.
Large and straight collection.
Unique:
Rare pieces.
Preselected carefully.
Status:
Showing personal success.
Posh and updated.
Professionalism:
Tools for work.
Source of inspiration.
Culture:
Intellect. Design thinking.
European lifestyle.

117. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 117Доработка выбранного сценария
Мы подбираем для вас уникальные вещи.
Вещи в которых идельно сбалансированы форма и содержание. Сделанные из натуральных материалов,
хранящие тепло рук мастера. Вещи в стилях, которые превосходят мимолетные веяния моды. Ценные
вещи из бумаги и кожи.
Вещи вне времени.
Мы представляем эти вещи с заботой
и достоинством. Вручную, так, как они произведены. Тактильно и натурально. Внимательно и
индивидуально.
+ СОВРЕМЕННО, ДИЗАЙНЕРСКИ И АКТУАЛЬНО.
Задача к доработке:
ПЕРЕРАБОТАТЬ СЦЕНАРИЙ “КАЧЕСТВО” В БОЛЕЕ ДИЗАЙНЕРСКОМ,
СОВРЕМЕННОМ КЛЮЧЕ, КАК В ГРАФИКЕ, ТАК И ВЕРБАЛЬНО.
При этом стоит сохранить “хэнд-мейд” подход и материалы, как наиболее
убедительное средство передачи идеи ЦЕННОЙ ВЕЩИ и яркий, не
используемый в России прием коммуникации с потребителем, как мощный
способ подтверждения идеи на тактильном и прочих уровнях.

118. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 118
+ ИСКЛЮЧИТЕЛЬНОСТЬ:
Неповторимость, уникальность,
подчеркивает индивидуальность.
МАТЕРИАЛЫ:
Часть натурального, настоящего, природного мира.
Материалы с ощущением: тактильность, запах, визуал.
МАСТЕРСТВО, РУЧНАЯ РАБОТА:
Человек за каждой вещью, тепло рук и внимание к каждой
детали.
ДИЗАЙН:
Вне веяний моды. Чистый, отточеный временем,
функциональный. Красота правды и простоты.
Сценарий к доработке
Драйвер:
НЕОСПОРИМАЯ, ОЧЕВИДНАЯ
ЦЕННОСТЬ ВЕЩИ
Ценные вещи из бумаги и кожи

119. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 119Названия
The Item theitem.ru
The Real Things therealthings.ru
The Real One therealone.ru
The Masterpiece themasterpiece.ru
The Requisite therequisite.ru

120. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 120Вербальная идентификация
The Real One
Настоящие вещи

121. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 121Визуальная идентификация
1. IDENTITY SYSTEM

122. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 122

123. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 123

124. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 124Настоящей вещи нужен герб

125. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 125Настоящей вещи нужен герб

126. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 126Настоящей вещи нужен герб

127. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 127Настоящей вещи нужен герб

128. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 128Настоящей вещи нужен герб

129. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 129Настоящей вещи нужен герб

130. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 130

131. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 131Настоящей вещи нужен герб

132. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 132Настоящей вещи нужен герб

133. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 133Thank you

134. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 134Thank you

135. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 135Thank you

136. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 136Thank you

137. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 137Визуальная идентификация
1. COMMUNICATION SYSTEM

138. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 138Визуальная идентификация

139. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 139Визуальная идентификация

140. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 140

141. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 141

142. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 142

143. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 143

144. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 144

145. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 145

146. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 146

147. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 147

148. For new business accessories shop by milano-home.ru November 2011© Anton Chitana, Oleg Korshunov
Brand Scenarios Presentation.
Analysis, strategy opportunities,, visual and verbal identity options. 148Thank you