Our design of a new identity for Tsum's Moscow flagship store encompassed signage, advertising and, most importantly, packaging. More than simply a logo project, the new identity replaced a Soviet-era design and responded to management's desire for a brand identity that would be immediately recognizable on busy city streets. We chose orange as the Tsum color and today, the store's merchandise - and bags - are among the most ubiquitous and most sought after by Russia's elite.