Brand Identity
ПРОЧЬ!
Insect repellent brand
About the project
Repellent shelves look like a field guide to insects. Every can shows the pest it fights, big and in full colour. The shopper walks up and sees a swarm.
ПРОЧЬ! is Russian for “Begone!”. The brand speaks in one phrase, an address and a command: Mosquitoes, begone! Midges, begone! Ticks, begone! For children it asks politely: Mosquitoes, please, begone!
The mark is the exclamation point: a nozzle at the bottom, a spray cone above it. The word is drawn, not typeset: one stroke weight, cut corners, gaps too narrow for a mosquito. Colour says where to use the product: red for home, black for outdoors, white for kids.
The system runs through aerosols, sprays and a lotion, a plug-in vaporiser whose refill fades by morning, a store unit shaped like the “!” and roadside billboards.
