Tolkovo: a smart second-hand brand

The client is a charitable foundation that uses unwanted items as a resource for its activities. Clothing is collected through a network of containers and sold in charity shops. The project proved to be in high demand, so the foundation's founders approached Brandson to develop a separate mass-market brand through which they would implement the principle of smart buying and selling of goods.

The market features a variety of stores that focus on aesthetics and creativity, as well as large chains that emphasise the breadth of their range and its constant renewal. In such conditions, the image of the charitable foundation and its shops becomes somewhat blurred, so the Brandson team decided to create a unique corporate identity for the new brand, emphasising its sustainability while not forgetting style and aesthetics, in order to secure a competitive position among similar market players.

Brandson developed a unique corporate identity for the brand, through which the core values of Tolkovo can be read. The logo concept is based on the "Pattern" graphic element, a reference to the fashion industry. A sewing pattern is the basis for creating any garment, linking the present and the past. At the same time, the symbol refers to conscious consumption and technology. A unified colour scheme was developed separately. The brand's two main colours are green and yellow. Peach serves as the accent colour. This colour palette perfectly complements the brand's positioning: it evokes associations with sustainability and conveys a feeling of warmth and care. In addition, the Brandson team developed brand graphics in the form of outlines of sewing patterns folded in half, which fits into the overall composition of the new store.