Roomer: A Modern Furniture Shopping Mall in Moscow

Creating a Unique Brand Identity for the Urban Lifestyle

The inspiration for the name "Roomer" came from the modern Moscow way of life, where young professionals predominantly live in flats and apartments. Unlike its competitors, Roomer is located in the city center, where there are few private houses. The mall focuses on furnishing flats and apartments, catering to the needs of urban dwellers.

The logo design for Roomer is visually striking, with the double "O" in the name representing glasses or binoculars. This symbolism is not accidental, as the mall building is long in size. The logo variations can incorporate abstract, stylized forms inside the "glasses," allowing for flexibility and creativity in branding. The pattern tiles used in the mall's graphics are stylized schemes of flat layouts, adding a touch of uniqueness to the overall design.

The graphic solution for Roomer is designed for various advertising and printing purposes, from outdoor signage to branded souvenirs. The versatility of the graphics ensures a consistent and visually appealing brand presence across different touchpoints.

Roomer's branding extends beyond the mall itself, encompassing the furniture brands sold within. With limited branding opportunities inside the mall due to the presence of individual product brands, the right choice of brand name, logo, and main color was crucial. The short, clear name, changeable logo, and vivid warm color palette have proven to be successful in capturing the attention of the target audience.

The Roomer project was completed in 2013, with extensive research conducted on the competition and the architecture of the mall building. The choice of a Latin-spelled name differentiates Roomer from its competitors, who predominantly use Cyrillic-spelled names. The vibrant orange color, inspired by the mall's front facade, sets Roomer apart from direct competitors and aligns it with other successful retail brands.

This innovative design by 12 points has received recognition in the form of the Bronze A' Design Award in 2016. The award acknowledges the outstanding creativity and resourcefulness exhibited in the design, incorporating best practices in art, science, design, and technology. Roomer's branding contributes to improving the quality of life for urban dwellers, making it a worthy recipient of this prestigious accolade.