NUW Store (2020 rebranding)
Storefront of the NUW Store.
An early version of the unreleased Lucifer Bold was used for the rebranding of NUW Store. The new naming of this Moscow-based store is a wordplay, following the simple formula of “New” + “Now” = “Nuw”. NUW Store describes itself as follows:
The dynamically developing project NUW was founded in 2013, as an association of lovers of Stone Island and CP Company brands. The community was represented on the popular Russian social network – vk.com. A few years later, the association grew into an online storefront, and in 2018 the first off-line store was opened.
Over the several years of its existence, the formerly named “My CasualShop” community has become not only a retail project, but also a platform for discussing casual culture and current trends.
The logo design was developed by wild.is and Timur Zima (IG) while the naming, concept, production, and general art direction of the rebranding was done by the Russian studio The Great Fruit (IG)
The prints shown in the images were done by Print Mafia (IG), the ceramic boot was created by Lota Lota, and the black and white photographs were shot by Jenya (Easy Peasy Lemon Squeezy).
Close-up of the installed logo from the NUW Store.
Impression from the NUW Store.
Impression from the NUW Store.
A black and white version of the NUW Store Logo when launched in 2020.
A ceramic shoe by Lota Lota showing the NUW Store branding
Detail of the ceramic shoe by Lota Lota showing the NUW Store branding.
The new branding as it is used online at nuw.store.
