Familia Fashion Stores RU

Campbell Rigg International
once again teamed up with
iconic off-price fashion label
Familia to re-design their
brand identity and retail
store interiors.

"The ultimate off-price experience."

Trendy is the last stage before tacky

With a little over two decades in the Russian market, the off-price apparel and homeware store chain continue to delight customers. Ten years ago, CampbellRigg was challenged by the Co-Founders of Familia to create a new identity and store environment that evolves the brand experience, making room for growth connected to purpose.

Ten years further on CampbellRigg once again teamed up with iconic off-price fashion label Familia to re-image their brand. We collaborated with the management of familia.ru to reinvent their brand identity and store interior design.

To signal change, that something new is happening in store at Familia, our creative team was tasked to update the corporate identity and recalibrate the design standards for exterior and interior branding of the store, equipment design and information placement in sales areas. We refined the previous brand identity, giving it personality and more fashion focus. We reviewed the existing brand colours and suggested a refreshed palette with a contemporary appeal.

The fashion label offers products with discounts of up to -85% from collections of past seasons from world-famous brands and collections that have not gone into mass production.

Familia is a strong and dynamic company, with over 450 stores in Moscow, Saint Petersburg, Novosibirsk, Yekaterinburg and across the rest of the Russia Federation.

Transforming the
multi-brand fashion retailer
Familia in the off-price
Russian retail market.

The stores offer products with discounts of
up to -85%. The challenge: the evolution of
the retail brand identity and interior store
design of a 450 store portfolio.

"The potential to influence off-price retail store and branding concepts worldwide."