
Agency	Brandson
Creative head	Brandson
Author of idea	Brandson
Product	Bonjour
Description	A galaxy of outstanding artists from France toiled at the creation of the Russian Northern capital. Not only Jean-Baptiste Leblond, Vallin de La Mothe, Thomas de Thomon and Auguste Montferrand built St. Petersburg, but also they came up with everlasting ideas that shaped the image of the city. Hence, for the new area in Pesochny that is managed by a renowned architectural bureau from France, we chose a positive, familiar word with a transparent meaning – a greeting “Bonjour”. It is written in Cyrillic for a better perception. The exclusive style of the area is inspired by the era when the attention of St.Petersburg intellectuals was focused on France. This period is known for the flourishing of Russian literature, the victories over Napoleon and new architectural tendencies. Today France is back in fashion. The biggest Russian cities are borrowing from the most brilliant ideas of one of the oldest European capitals, thereby, improving the quality of life in the urban environment and making people happier. The immediate suburbs of Petersburg along the Northern coast of the Gulf of Finland are transforming in our sight and taking the most fashionable features. Today Pesochny has already become a perfect place for everyday life and recreation. Its territory favorably stands out among the other suburban areas of St.Petersburg with its developed infrastructure and exquisite nature. Moreover, this suburb is considered to be one of the most environmentally friendly areas. The descriptor «An area with a good form» was inspired by one of the stereotypes that are associated with the image of France as a country with a special type of courtesy and only gracious manners. «Bonjour» is not only a comfortable living environment, but also a special lifestyle. «Bonjour» is not only a greeting, but also an indicator of good form. A Lily, as a symbol of France (“Fleur-de-Lis”) and French aristocracy, became the basis for the area logo. A stylized Lily reminds of the classic books by Alexander Dumas that were beloved by generations of readers. It emphasizes the noble character of the brand. The visual identity of the area is based on the work of applique. The inclusive images of young families in the stylized French clothes make the image composition especially charming. The imitation of the fabric texture on certain elements is used to convey its exact details. The three-dimensional images invite one to have a walk along the well-groomed boulevards, go biking on a sunny morning, to breathe in the scent of a perfume and freshly brewed coffee - to experience all the delights of life in the area of «Bonjour», in a French style.
Advertiser	SPb Renovation
Team members	Strategy: Elena Yufereva, Victoria Brendel Project Director: Victoria Brendel Project Manager: Simona Mulkova Copywriting: Gregory Khrabrov, Ilya Bakulev Design: Julia Grebeshkova

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