1.
Izmena - Motion Graphics
2. Logo
3. Labels that will be attached to the sold items (Each label has an unique ID number)
4. Posters and Instagram ads with the location of the next pop-up shop
5. Website where you can check the story of your items by imputing the ID
6. The story of the item
7. Packaging
2. Logo
3. Labels that will be attached to the sold items (Each label has an unique ID number)
4. Posters and Instagram ads with the location of the next pop-up shop
5. Website where you can check the story of your items by imputing the ID
6. The story of the item
7. Packaging
Art Direction
Motion Graphics
Visual Identity
Motion Graphics
Visual Identity
Izmena
Izmena is a pop-up vintage shop. It’s an underground brand for upcycling clothes by recording the garments' history through the label tags and passing it on. It is inspired by the Soviet counterculture movement called Fartsa.
Izmena is a pop-up vintage shop. It’s an underground brand for upcycling clothes by recording the garments' history through the label tags and passing it on. It is inspired by the Soviet counterculture movement called Fartsa.
During the Soviet regime, all brands from the West were forbidden as well as all kinds of trading and exchange of currency with foreigners. At the same time, all clothes and accessories in USSR were bland so the young generation couldn't express themselves and their individuality. They began risking their lives by illegally bargaining with foreigners for the sole purpose of getting their hands on some stylish pair of jeans or a cool bomber jacket.
Those who managed to get their hands on Levi’s or RayBan’s were at the centre of everyone's attention since most of the people has never seen such things back then. Each of those items was special for most people. They all came with stories of risking one’s life to put their hands on the item as well as the stories of its previous owner. Stories of freedom and hope. Stories of a whole different world on the other side of the iron curtain.
