Rebranding
YULIAWAVE held its first rebranding since 2014 — and now the brand has a new identity, new visual style, and, most importantly, a new philosophy: “YULIAWAVE — YOUR PARTNER IN CRIME.”
This slogan encapsulates the core message that the brand conveys through its repositioning. Its main value now becomes the freedom of self-expression.
In addition, for the rebranding, the design studio SHUKA developed the signature Pantone YW BEIGE, a brand-specific color symbolizing energy, determination, and freedom. They also created nine original symbols supporting the pursuit of continuous self-discovery. Each symbol represents a character trait of a woman — together they form a unique personal identity. These images form a brand pattern, which can now be seen on the official packaging.
My role was to bring the new packaging to life according to the SHUKA brand book and convey the new visual positioning to the brand’s customers through additional video and photo materials.
Creative director: Lala Mamedova
3D: Ira Bogomaz
Copyright: Anna Anoprienko
Graphic designer: Alisa Lomonosova
newspaper about rebranding
Dir - @sirin.alkonost
DP - @millermar
2 assistant dir - @tkach_prod
1AC- @isavnin
2AC - Andrey Gorodilov
Gaffer - @tvtok_ru
Light - Baktybaev Artur
Fatkhlislamov Artur
Lamonov Valery
Sergey Shopov
Alexander Kukumber
Suleymanov Fawzi
Ila Muravyov
Producer - @nadiosa.kulkova @timur_kanalov
Style @barbayanova_m
Style assist - @lialeane
MUAH - @marinaroy11
Set-designer - @saharvklyukve
Helper - @Ilya_5537
VHS - @menyazovytaik
Colour - @andreyhv
Edit - @egod_damn
Sound-design - @rtmrkh @dimagudnichev
Models - @huanitta111 @mmella_b @elen_chebotova_ @gulinaanastasia
YULIAWAVE TEAM:
Creative director - @layolo
Art-director - @le___s
Casting - @angelina_koshkina
Project manager @shel_kt
SMM - @aimnell