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.
The brand platform is based on the idea of TSELUIKO as a space of endless summer — a state of freedom, lightness and confidence that is not limited by season or geography. We shaped the brand's positioning, mission, values and communication character. The central meanings became self-love, freedom of expression, travel, femininity, quality and the aesthetics of leisure. The Tone of Voice continues this concept: emotional, sensual and light, with images of sun, sea and movement. It allows TSELUIKO to speak to its audience in a recognizable way and maintain a unified communication character across different platforms.
TSELUIKO's visual system is built on the contrast of rich red, soft pink and light neutral shades. The palette simultaneously conveys energy, sensuality and the atmosphere of a summer holiday. The typography is based on a combination of expressive antique font with a concise grotesque. The former forms the brand's fashion character, the latter is responsible for functional communication. The identity is complemented by graphic symbols of lips, hearts, swimsuit silhouettes, fluid three-dimensional elements and patterns. Together they form a flexible system that can be scaled from digital communication to packaging and small physical media.
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.
