Cosy Kelia: branding for a premium business club
KELIA is not just a business club, but a place people come to draw inspiration, to spend time in “their own circle” in the atmosphere of a private members’ club, and also to find time for themselves and their self-development, to open a new “page” in their self-education, to be alone with their thoughts, and to immerse themselves in an atmosphere of creation and necessary reflection.
The club brings together people who are homogeneous in social status but diverse in their interests: business people, politicians, performers, musicians and scientists – many of them come not only for seclusion, but also to give their own lectures and seminars.
To develop a brand for a chain of premium private business clubs where members can not only work, comfortably settled in one of the lounges, but also arrange private meetings over a glass of wine, hold negotiations and presentations, and dine or rest after a journey. In addition, club members have access to a range of services to help them run their business – from document printing to legal assistance. The project is unique of its kind in the Russian market: it is the first project of this level with such a set of options. Nevertheless, the results of the audit carried out by Brandson’s specialists confirmed the project’s potential and future demand.
Modern Moscow is a centre of business activity and a magnet for business people and creatives. Many successful individuals who visit the capital from time to time on business need a space suited both to business meetings and to relaxed conversation. Traditionally, cafes and restaurants have played the role of such spaces, while hotel rooms and lobbies have served for rest.
In turn, the term “business club” most often refers to a particular community that brings people together. The KELIA brand concept developed by the branding agency Brandson offers a fundamentally new reading of the “business club” idea.
Combining the features of a lounge and a kind of premium coworking space, KELIA. Business club creates the ideal conditions for growth, for exchanging experience and ideas, for negotiating with business partners in a relaxed setting, and even for tasting cigars in the cigar room. The restrained interiors make members feel comfortable and secure, while a whole range of additional services serves both for solving various business tasks and for relaxation.
KELIA (from the Greek cella) is a kind of “cell” or “honeycomb”, behind whose door a new and fascinating world begins. It echoes the Russian word “kelya” — a monk’s dwelling, a private room in a monastery. The first pilot project was launched in an old building where, according to historical records, monks’ cells were located. Notably, such a cell was often shared by two monks, one an elder and the other a novice. The monks’ goal was to come to know the world through knowing themselves, and to share their knowledge with the novices. In this allegorical sense, the club fosters the exchange of knowledge and information among its members.
However, so that the word KELIA would become associated specifically with the club, while neutralising the direct religious connotation, it was decided to use the name exclusively in its English spelling, evoking the association with a neologism. The word also rhymes well with the word “club”, beginning with the same letter.
In the concept we combined the idea of communication as K+K (Klub and KELIA ). Inside the mark is a metaphorical key, meant to open the door to something new, interesting and inspiring. This symbol is understood by everyone and means something different and dear to the heart of each person. In the identity, alongside the club’s symbols – the capital “K” and the key – we make extensive use of hand-drawn illustrations executed as collages of flowers.
The club’s interior and wayfinding win through their apparent simplicity and beautiful style. The interior features the brand’s colour accents and gold elements, yet within the overall fabric this looks stylish and appropriate. High-quality, eco-friendly materials were chosen for the accessories and decor elements. For example, a solid section of a tree trunk was used for the work table.
As part of the project, a website was developed for standard PCs, and a responsive version for mobile devices was also implemented. Work on the website was carried out in several stages, from page prototypes through to testing of the finished product.
