Moscow Mule’s modular identity for DVKB realigns the homeware brand as a company for the people

Muscovite design studio Moscow Mule have crafted a striking, sharp and stylish identity for Russian homeware brand DVKB (House of High Culture and Everyday Life), following the company’s realignment towards customer-facing and more affordable products. Developing a comprehensive, modular and adaptable typographic system for the identity and packaging for DVKB, Moscow Mule sought to convey the frank values of the brand; using flexibility to represent the customer’s journey of creating their own private space. The hero of the identity is DVKB’s logo, acting as an unavoidable mark that remains consistent across the brand’s deliverables, working across all scales, scenes and situations, and mirroring the identity’s modular character. “Initially the logo was based on Suisse Int’l by Swiss Typefaces,” Moscow Mule tell us, however, they soon found themselves developing their own bespoke logomark due to the necessary inclusion of both Latin and Cyrillic script. “We did keep similar features initially found in the Suisse Int’l typeface,” they add, with the typeface in question becoming the supporting typeface, and strong foundation, of the entire identity. Aiming to showcase the variety of what DVKB offer, whilst maintaining consistency across the packaging, the identity system also flexes to include outlined illustration to accompany the products. “Since DVKB are growing and expanding their product line,” Moscow Mule explain, “they needed a system that can be easy to use and adapt to their future needs,” finding the patterning and modification of the logomark an elementary but satisfying method of achieving this.