The Cherry Orchard: the classic of a true home by Talan
«The Cherry Orchard» is not only a reflection of the project's core USP, but also a reference to one of Chekhov's most famous plays. In it, the cherry orchard became a symbol of a truly native home, of a cosy and familiar family way of life.
The literary theme was embodied in the master slogan of «The Cherry Orchard»: «The classic of a true home by Talan» – a reference both to the dramatic work and to the developer's system of values – its commitment to developing the cities people call home, care for every customer, and a striving for the new.
«Talan» is a federal real estate developer operating in 14 Russian cities. One of the company's key development areas is the Far East: as part of this, «Talan» planned to launch four new projects in Khabarovsk, one of which is the comfort-class residential complex «The Cherry Orchard».
In order to launch the new project effectively on the Khabarovsk market, the agency needed to develop a system of verbal and visual brand identification, as well as an advertising campaign.
The agency team analysed trends in the Khabarovsk real estate market, as well as the location of the «Cherry Orchard» residential complex and its competitive field, in order to differentiate it effectively.
The «Cherry Orchard» residential complex is a comfort-class project whose key advantage is a courtyard garden with cherry trees – the area around the residential complex generally lacks places for walks and leisure or public spaces. In their own cherry orchard, residents can spend time with family or friends and enjoy an atmosphere of peace and comfort while remaining in their own courtyard.
Another important factor was taken into account when developing the verbal and visual identity system – the absence of competitors in the location with offerings of comparable quality.
In the process of developing the verbal and visual solutions, classical drama was chosen as the key creative direction. «The Cherry Orchard» is not only a reflection of the project's core USP, but also a reference to one of the most famous plays by A. P. Chekhov. In it, the cherry orchard became a symbol of a truly native home, of a cosy and familiar family way of life.
The literary theme was embodied in the master slogan of «The Cherry Orchard»: «The classic of a true home by Talan» – a reference not only to the dramatic work, but also to the developer's system of values – its commitment to developing the cities people call home, care for every customer, and a striving for the new.
That is why the comma became the main graphic element of the logo: in our play, «The Cherry Orchard» will not become a symbol of a passing era – we do not put a full stop, we continue the story. In addition, the logo carries a direct reference to the project's characteristics – the image of a cherry can be discerned in it, pointing the viewer to the core USP, along with fragments of letters from the name, and it highlights the colour elements of the building's finishes.
The style-defining element of the visual identity is a bookshelf – a metaphorical reference to classical literature, which not only reflects cultural values but often becomes a factor that brings families together – all of us had fairy tales, and not only fairy tales, read to us as children. At the same time, the contrasting colour scheme brings modernity to the image of «The Cherry Orchard», setting it slightly apart from the classical past, while the warm photographic style focuses attention on «Talan's» empathy for the residents of «The Cherry Orchard».
