A brand identity built around the moment a spark changes everything.
Bongo Bong is a retailer of smoking accessories with a community of its own. The brief was to update its logo and create a contemporary identity that could work across stores of different sizes and layouts, products, packaging, print, and digital media.sts of several foreign and local film directors in Russia.
But we wanted the rebrand to do more than make everything look consistent. We wanted to give the brand a story worth telling.
What began as a concept developed into an extensive rollout. We produced and implemented the identity across 17 stores and the central office, applying it to signage, interiors, packaging, staff uniforms, cloth17 stores
Identity rolled out across retail locations in Moscow and St. Petersburg.
30+ application types
Produced across spaces, products, apparel, packaging, print, and digital media.
2 years of continued development
New applications were added and the visual system refined after the initial launch.
According to the client, elements of the identity continue to be used and reproduced in new runs. Without sales or brand-tracking data, we see the clearest evidence of the system’s value in its continued use and its ability to accommodate new ideas.
ing, accessories, and a wide range of branded objects — from collectible pins and custom lightboxes to smoking accessories and a vending machine.
The initial concept took two months to develop. Over the following two years, we continued to refine the system and create new applications as the brand grew.
What began as a concept developed into an extensive rollout. We produced and implemented the identity across 17 stores and the central office, applying it to signage, interiors, packaging, staff uniforms, clothing, accessories, and a wide range of branded objects — from collectible pins and custom lightboxes to smoking accessories and a vending machine.
The initial concept took two months to develop. Over the following two years, we continued to refine the system and create new applications as the brand grew.
That calm foundation makes room for another side of the brand. The fire lion, expressive illustrations, and bold, intentionally rough graphics bring spontaneity and character to the system. Orange — the colour of the spark — connects the two.
Rather than defining a fixed look for every application, we established clear foundations and left space for new ideas. The identity could stay recognizable without making every object, garment, or store look identical.
We built the visual system around a deliberate contrast. The core identity is light, restrained, and functional: neutral colours, clean layouts, and a logo designed to adapt to different formats. It can expand into a full wordmark or reduce to a compact b for small and rounded surfaces. The orange b also became a recognizable sign outside the stores.
Everything is ready. The moment is almost here. A lighter flicks — and a fire lion appears.
Part character, part spirit, the lion became the emotional centre of the identity: an image of the energy that brings the whole scene to life.
Through market research, observation, and conversations with the client, we kept returning to the same qualities: good company, familiar rituals, an easygoing atmosphere, and the anticipation of a moment about to begin. We looked for a symbol that could bring those feelings together without explaining them too literally.
Co-founder, Superigra. Concept development, creative direction, and client presentations as part of a two-person studio team.
Vitya Serov (Superigra)
2020
Portfolio website and branding for the agency promoting the interests of several foreign and local film directors in Russia.
Everything is ready.
Then comes the spark.