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Yana Margaryan is a future premium womenswear brand created by Russian blogger Yana Margaryan. The brand is based on a combination of current trends, modern luxury aesthetics, and practicality. The concept is built around a thoughtful wardrobe where each piece has its place and easily becomes part of different looks. Concise forms, quality materials, and expressive styling shape the image of a woman who follows fashion, values comfort, and confidently expresses herself through clothing.
CSG's task was to build the future brand almost from scratch: define its positioning and character, develop a brand platform, and create a full-fledged visual system for its future market launch. It was necessary to develop a logo and monogram, select color and font solutions, create identity elements, design printed materials and social media visuals. A separate area of work was trademark registration.
Yana Margaryan is built around the idea of a thoughtful wardrobe that helps a woman look current and appropriate in different life scenarios — from everyday looks to evening outings. The brand's mission is to create thoughtful capsules that make a woman noticeable and stylish, turning the wardrobe into a way of visually expressing character and inner strength. At the core of the brand are five key values: thoughtfulness, quality, pleasure, high service standards, and a sense of belonging to a certain circle and aesthetic.
A restrained visual system with the character of contemporary fashion classics was created for Yana Margaryan. The identity is based on expressive antique typography, complemented by a concise grotesque and handwritten accents. This combination allows working simultaneously with a sense of premium quality, fashion editorialness, and more personal emotional communication. The color palette is built on deep chocolate, warm gray-beige, and milky shades. The neutral system makes the identity universal and allows the product and fashion content to remain the main visual focus.
For the brand, a system of several logo variations was developed: the full Yana Margaryan, the abbreviated Margaryan, and an additional composition with the Apparel descriptor. A branded monogram YM was also created. The overlapping letters form a compact standalone mark that can be used on small media, hardware, packaging, labels, and in digital communications. Different versions of the mark allow flexible adaptation of the identity to the media format without losing brand recognition.
The corporate identity was applied to the key physical media of the future brand. We designed labels and sewn-in tags, branded bags, envelopes, postcards, cards, and other packaging elements. The printed materials system continues the brand's aesthetics beyond the product itself and forms a cohesive customer experience — from the first contact with packaging to unboxing the purchase.
