NEW – a statement and also a wallet The Clients
Task
New Wallet is a local brand born in St. Petersburg, Russia. They produce accessories made from Tyvek® — light and durable wallets, passport covers and toiletry bags with colourful prints. Innovative paper-like material by DuPont was the main selling point, until a few copycats launched with similar products.
Ideas and solutions
We’ve devised and helped launch NEW sub-brand. Each collection is dedicated to an important topic for public discussion – art, sex, culture, politics etc. It’s not just wallet anymore, it’s a statement and a talking point. So the product itself becomes the communication and the brand stops being a material-focused one trick pony. Bland objects don’t become conversation starters. So we’ve made sure our new products and their packaging are as visible as possible: created a NEW name with a hint of localness in its cyrillic transcription, and set it on a really bold type. The style that some may call „swiss cyberpunk“ helps become noticeable at the retail shelves and serves as a good navigational system to find. We’ve created everything from illustrations to packaging for the first two collections: NEW RUSSIA (as an authoritarian state) and NEW SEX (as a topic tied with many taboos in our country).
