Mozaik Development

Farmingo brand development for a comfort- class cottage village

Client

Mozaik Development, owned by Alexander Mamut's A&NN Investments

Services

Market trend research, competitors and target audience
Brand platform
Key idea
Title
Slogan
Brand legend
Concept of brand style
Concept of small architectural forms
Carriers of brand identity
Brand book

Research

Mozaik Development, a company owned by Alexander Mamut's A&NN Investments, approached us to rebrand the Smartville cottage village. The settlement on Novaya Riga was successful, but a similar concept on the Istra reservoir did not meet expected sales.

Our main goal was to increase sales. To achieve this, we needed to review the target audience, develop a brand strategy, and ensure the product meets market requirements. We conducted a study to understand the needs of different segments of the target audience. Based on our findings, we proposed options for improving the product, considering the limitations and analysis of competitors. Our task was to adapt the brand to the needs of the target audience to maximize the developer's profit and to align the corporate identity with architectural forms. Although construction on Smartville has already begun, we have made efforts to enhance its concept while maintaining its main characteristics.

We analyzed competitors and conducted in-depth interviews with representatives from target audience. The interviews revealed two main audience segments: Romantics starting an independent life and Realists aiming for stability. Both groups have a particular fondness for country houses due to the additional space they provide for work and hobbies. Based on this shared interest, we proposed constructing a recreational structure within the cottage village, which was not part of the original plan. Recreation areas have been shown to be a significant factor for both Romantics and Realists.

We focused on the expectations of the target audience and the capabilities of the developer to meet the differing requirements of these groups.

Brand name and slogan

As a result, we proposed a new name for the village - Farmingo, which combines elements of the farm style and flamingos. The slogan Live, create, dream reflects the key values of creativity, freedom, and comfort of living in nature. Barnhouse's architectural style blends with rural chic elements, creating a harmonious space for life and creativity.

Realization

The company's palette features soft natural shades, emphasizing environmental friendliness and the joy of country life. We chose to use the Commissioner font, a geometric grotesque, for the main text, and Asgard, a modern sans-serif Grotesque, for headings, simple and elegant.

To strengthen the brand, we used lively, natural photographs that convey emotions. This emphasizes the values of rural chic. We also developed an easy and joyful visual design for promotional materials, banners, and presentations. The logo and corporate identity reflect the main ideas of the brand, including spaciousness, creativity, and connection with nature.

The development concept after rebranding is focused on two target audiences, improving the product's competitiveness and long-term perspective for the cottage village.

The new name reflects the core values of choosing a home on a long-term basis, increasing its attractiveness to consumers. The cottage village's competitiveness can be strengthened with this approach, and it aligns with the brand's overall style.