Detsky Mir, Russia’s largest children’s retail group has launched its own certifying programme “Etalon of quality”. The symbol, developed by Rayner International, was based on key communication and marketing messages to customers and producers. The aim of the project was to create a visual symbol of quality, ensuring customers the best product selection, quality, safety, durability and design.
This also encourages goods producers to manufacture high quality products which conform to these same values, in order for their products to be selected for the mark of quality by this respected retail group. Visually, the programme’s marketing drivers had to be translated into a marque that would be an integral part of the visual brand essence of Detsky Mir and communicate quality and gravitas without losing its cheerful nature.