Design system / Brand identity — clothing brand

Prostor

Prostor is a clothing brand built around loose-cut, functional pieces — clothing that carries a sense of freedom and space rather than just following the body's own lines. The name itself means openness, expansiveness: room to move.

The brief: build a recognisable, original identity that grows directly out of the project's own logic — and a commercial, functional photography style based on references the client supplied, convincing enough on its own to help bring investment into the project.

The audience is people who love roomy, comfortable clothing — culturally active, mostly based in Saint Petersburg and Moscow, middle and upper-middle class. Style matters to them, and they're won over by attention to detail, good materials, and function.

Archetype: the Creator. Tone of voice: calm, intelligent, with a sense of freedom and space.

Model wearing an oversized grey T-shirt and wide cropped trousers from the Prostor capsule.

At the centre of the identity is the Cyrillic letter П — the initial of простор — rebuilt as an adaptive, grid-based mark. Rather than a fixed logotype, it's assembled from independent blocks that can shift, recombine, and even leave a gap in the letterform itself: the same openness the clothing is built around, translated into a sign. The same blocks stretch to fit a round sticker, a wide sign, or a narrow card — the grid adapts to the format, instead of the format being forced to fit a fixed logo.

That grid logic carries through everything the brand touches — a checkerboard motif that recolours itself by application: navy and orange for signage, gold for a premium loyalty tier, plain ink for a stamped mark. Same structure, different register each time it's used.

Photography stays direct — plain backdrops chosen to suit the clothes, models standing calm and assured, nothing else competing for attention. And the same block structure runs into the clothing itself: not just printed on top, but built into how each piece is put together.