goal
MuzTorg approached the agency with the task of creating a brand of musical instruments for beginners and hobbyists. This would help them stand out from the competition, harmoniously differentiate their product lines, and develop a vibrant, attractive, and clear visual metaphor.
The best combination of functionality and purchasing experience
After studying our audience, we discovered that our primary customers are aspiring musicians and amateurs, eager to discover new things and experiment. The brand’s core essence is offering the best combination of functionality and purchasing experience; its character is vibrant, attention-grabbing, and understandable to the audience. Our team came up with a concise name [Yargo]—a neologism derived from the Russian word for “bright.” It’s short, straightforward, and dynamic, conveying the vibrant emotions, fun, and enjoyment of the brand. The name is logically complemented by a logo. It’s memorable and consistent, with a dynamic AR ligature, combining classicism and energy, just like the entire YARGO* brand.
We chose rich and cheerful shades for the brand. Each signature color was given a musical name: bluesy blue for bass guitar, electro pink for karaoke, funky yellow for children’s drums and percussion, techno purple for keyboards, dance orange for electronic drums, rock red for accessories, and indie green for batteries. The names alone make you want to jam.
The style is based on patterns in the ebru technique, a method of painting colorful designs on the surface of water. The unique feature of this technique is that the final image is always unpredictable: it can differ significantly from the original concept. This approach helps embrace the creative process as it is, without preconceptions.
Ebru doesn’t require drawing skills. What is absolutely essential is a desire to try new things and devote oneself to the creative process. The waves symbolize the flow of music, beautifully flowing across the surface in different directions, endlessly diverse, like the creators’ imaginations.
The packaging’s background is divided to rhyme with the logo, with the “\” symbol serving as a metaphor for the world “before and after” music. A selective varnish coating is used here (to enhance the appeal, tactility, and premium feel). The packaging is divided into two sections by a diagonal line. The first is white, containing all the necessary product information using clear pictograms, while the second features a vibrant pattern.
YARGO creates an atmosphere, a mood, and waves of Ebru music that permeate our lives. We created merch that conveys this sensual aesthetic and further highlights the “before” and “after” world. In our communications, we suggested using lifestyle themes, photos of people using YARGO products, or the product in homes with vibrant backgrounds or clothing elements. We also compiled guidelines for using the brand identity for a dizzying journey into the world of creativity and music.
The brand is now being actively introduced into stores and is already receiving a positive response from customers.
OMB Quote:
“Music is a new field for us, so working on this project was doubly exciting and interesting. Our colleagues from MuzTorg were happy to share their experience and knowledge. Their support was invaluable! Thanks to our collaboration, we created a remarkable product that will help people find or continue to develop their musical hobby.”
MuzTorg Quote:
It was very interesting and fruitful to collaborate with the wonderful, professional team at OMB. As a result, we achieved exactly the brand we envisioned—bright, emotional, and memorable. All its elements perfectly highlight and enhance the joy of experiencing music. Incidentally, the brand’s products are already highly recognizable and popular in the Russian music market. Excellent work!
client
team
Creative Director — Nadezhda Parshina
Neymer — Andrey Bychkov
Art Director — Yulia Zhdanova
Senior Designer — Danil Volozhanin
Project Manager — Marina Tikhonova
release
Senior designer – Maria Egorova
Animation — Evgeny Nikitin
3D — Danil Volozhanin
*The concept and visual design described in the text and presented in the illustrations may not match the final version.
