The leading distributor of equipment opens a large offline store in Lutsk, with its own exhibition space for large garden equipment. We took care of a bright name and no less bright identity for the new store.

What did the client want in naming?
- in English, better neologism;
- at least 6 letters, but not a very long word;
- targeting people who buy exclusive expensive equipment.

What did we do?

Listened. We are closed eyes, opened ears and began to listen to the music of the shop's equipment and instruments. It sounds special: it rings, growls, rumbles, and mostly rumbles. And then we realized that this store is a pure GURKIT.

It seems as if the word itself growls and shows its character. In places rude, but clear and honest. As well as the store, as well as its customers. The character we put in the name became the basis of the entire identity of the store.

At the time of our cooperation, the process of building the store has already begun. We inspected the project of the building and noticed that the ceiling and walls of the store were yellow. And this is a good clue, agree. We analyzed the competitors and realized that yellow is what is needed. The perfect warning color associated with work equipment contrasts well with dark shades and is not used by competitors – that's what need! So yellow became the main color of the store's identity. And in combination with black and white, we have created a bright communication on external media.

Then we started looking for an image that would clearly explain what the store sells and what it specializes in. And found it, do not believe it, on the prints of technology. Tires, parts, mechanisms leave traces in the form of chopped geometric patterns. We took this pattern, based it on the letter G, which is responsible for the entire GURKIT, and stylized it in massive confident forms. This image became the foundation of the whole identity and another proof of the strong character of the brand.

The logo is based on a unique font. Each letter was drawn from scratch, composed of simple geometric shapes that emphasize the overall composition and add a roar to the visual style.

To complement the integrity of the logo, we have created a logo – the letter G for short communications. We also developed their own numbers and icons in a typical shape for interior use and navigation. And then it all spread to branded notebooks, badges, bags, pens and overalls for store employees.