Social media
TSELUIKO is a Russian brand of swimwear, beachwear, and accessories, built around the aesthetics of summer, travel, and feminine freedom. At the core of the brand are expressive silhouettes, sensuality, comfort, and attention to fit. TSELUIKO's visual and emotional world is connected to the sea, sun, travel, and a state of self-confidence — this idea became the starting point for developing the brand's new identity.
CSG's task was to create a cohesive brand system for TSELUIKO and develop a visual language that conveys the brand's character and allows it to communicate consistently with the audience across all touchpoints. We developed a brand platform, defined positioning, values, mission, and Tone of Voice. Based on it, we created a logo and monogram, color and font systems, a set of graphic elements and patterns. Additionally, we designed printed materials and a social media visual system, uniting all media into a single visual system.
В основу бренд-платформы легла идея TSELUIKO как пространства бесконечного лета — состояния свободы, лёгкости и уверенности, которое не ограничивается сезоном или географией. Мы сформировали позиционирование, миссию, ценности и характер коммуникации бренда. Центральными смыслами стали любовь к себе, свобода самовыражения, путешествия, женственность, качество и эстетика отдыха. Tone of Voice продолжает эту концепцию: эмоциональный, чувственный и лёгкий, с образами солнца, моря и движения. Он позволяет TSELUIKO говорить с аудиторией узнаваемо и сохранять единый характер коммуникации на разных площадках.
Визуальная система TSELUIKO построена на контрасте насыщенного красного, мягкого розового и светлых нейтральных оттенков. Палитра одновременно передаёт энергию, чувственность и атмосферу летнего отдыха. В основе типографики - сочетание выразительной антиквы с лаконичным гротеском. Первая формирует fashion-характер бренда, второй отвечает за функциональную коммуникацию. Айдентика дополнена графическими символами губ, сердец, силуэтами купальников, пластичными объёмными элементами и паттернами. Вместе они образуют гибкую систему, которую можно масштабировать от digital-коммуникации до упаковки и небольших физических носителей.
For TSELUIKO, a text logo was developed with fine letter plasticity and characteristic typographic details. Its aesthetics combine the lightness of fashion typography with a more emotional and sensual brand character. Additionally, a monogram based on the letters TS was created. It works as a standalone compact mark and can be used on products, hardware, labels, packaging, and in digital environments. Several monogram configurations are provided for different formats, allowing brand recognition to be maintained regardless of the scale of the media.
Around the main visual system, we developed a set of additional branded elements: lip and heart symbols, stylized swimwear images, outline graphics, three-dimensional 3D objects, and patterns. The elements can be used independently or combined into more saturated compositions. This allows the identity to remain recognizable without becoming a rigid template, and it can adapt to different collections, campaigns, and communication formats. A system of branded media was developed for the brand: labels, size charts and composition cards, bags, stickers, packaging elements, and additional customer interaction materials. The design is built on a combination of the logo, monogram, patterns, and branded graphic elements. Red and pink are used as the main accents, so even small media become an extension of the overall identity. Some elements of the system are also adapted for hardware and branding of the products themselves.
