"Journey into Christmas" — visual identity and navigation for festive markets in Moscow
Where it all began
"Journey into Christmas" is a project of the Moscow City Hall and the main Christmas brand in the capital. In late 2013 in the center of Moscow, citizens could visit more than 30 markets with stalls from numerous European cities, like Vienna, Strasbourg, Brussels, Prague or Copenhagen.
Task
Create a visual system that would not only advertise and navigate but also bring across Christmas atmosphere and festive mood.
Solution
The visual identity we created for “Journey into Christmas” is lively and joyful.
The light calligraphic logo takes us to a fairy tale and reminds us of the delicate pattern on Christmas decorations or the ornament on frosty glass.
The good-humored Father Christmas and his cunning little helper the Elf are brand figures of the markets.
The key visuals are watercolor landscapes of the festive city streets. They are filled with light and warmth and support Christmas mood.
We also helped design Christmas post offices, where one could send a postcard or a letter to their beloved ones.
All visitors of the Christmas customs office could get a special passport. If you checked in with it at the main market locations, you could get a special reward.
Each market featured something special: Gingerbread man’s house, deer, ice sculptures or merry-go-rounds.
All markets were different though connected by Christmas mood, smiling people, cheerful music, amazing souvenirs and tasty snacks.
Made by Plenum CX.
Project team:
Ilya Lazuchenkov Managing Partner
Vadim Igonin Partner
Egor Myznik Creative Director
Anna Bolshakova Art Director
