Smart Consumption: How Brandson Won an Award for a Smart Second-Hand Brand
The TOLKOVO smart second-hand store took first place in the international POPAI RUSSIA AWARDS competition in the Retail Branding category
We developed the brand for a unique project that has no equivalent in Russia. Its uniqueness lies not only in the online method of collecting items, but also in the way its retail outlet is implemented.
The corporate identity was seamlessly integrated into the store interior. The colour palette perfectly complements the brand positioning — it evokes associations with sustainability while conveying a sense of warmth and care. In addition, almost the entire Tolkovo interior is handmade: the store's old fixtures were refurbished, new ones were assembled from crates and pallets, and the decor and interior details were given a second life.
The spatial organisation and wayfinding system make pensioners, fashion stylists and Gen Z alike feel comfortable.
We are pleased that the jury appreciated our work. We thank the organisers and congratulate the winners!
The project's results are impressive:
● the project received the wegreen mark from the Russian national award for conscious consumption and healthy living;
● 84.5% of donors come back and recommend the service;
● thanks to the project, the group of companies saves 200 tonnes of items from landfill every month, recycles 70 tonnes of items, and more than 5,000 people receive clothing assistance;
● last year 4.5 million roubles went towards rehabilitation for children with cerebral palsy and the restoration of an abandoned manor estate;
● major companies have joined the service, including: OZON, LaMODA, L’Etoile, Detsky Mir and others;
● a tolkovo video on TikTok gathered one million views;
We are pleased that the jury appreciated our work. We thank the organisers and congratulate the winners!
