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MEXRUSSI is an outerwear brand that combines premium natural materials, thoughtful designer cuts, and timeless elegance. The brand creates pieces where classics meet contemporary relevance, and comfort becomes part of an expressive style.
Our task was to create a cohesive visual system for MEXRUSSI: from brand platform and corporate identity to packaging, merch, and website.
At the start, we formed the semantic foundation of MEXRUSSI: calm elitism, natural materials, status, comfort, and timeless aesthetics. The brand was built around the idea of modern classics — pieces that do not depend on trends and become a long-term investment in the wardrobe.
For MEXRUSSI, we developed a corporate identity: logo, monogram, fox symbol, color palette, typography, and identity usage guidelines. The visual system turned out to be soft, premium, and recognizable. It emphasizes the brand's character: femininity, confidence, quality, and restrained elegance.
Part of the brand book included packaging design: bags, labels, size charts, and additional printed elements. Thanks to the soft color palette, monogram, fox symbol, and neat graphics, the packaging became part of a cohesive customer experience — from the first contact with the brand to receiving the product.
We developed the mexrussi.ru website on the InSales platform, adapting the brand's corporate identity to the digital environment. The site became a full-fledged online store with a catalog, product cards, and responsive layout. Visually, it continues the brand book aesthetic: a light palette, clean structure, and focus on the product.
On the InSales platform, the site was developed and adapted for e-commerce tasks: catalog, product cards, checkout, mobile version, and basic technical settings for stable online store operation.
FIGMA
INSALES
For the online store operation, the necessary e-commerce integrations were connected: MySklad, retailCRM, and a loyalty program.
МОЙ СКЛАД
RETAILCRM
For the brand, we developed merch and additional branded materials that continue MEXRUSSI's visual system. The logo, monogram, and graphic elements were adapted for textiles, accessories, packaging, and branded materials to enhance brand recognition beyond the website.
As part of the project, we also developed prints and branded hardware designs for MEXRUSSI's new collections. These elements became an extension of the brand's identity and allowed the corporate style to be integrated not only into packaging and communication but also into the product itself.
