RYSKAPOSTEN by King for Ryska Posten

RYSKAPOSTEN

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Industry Consumer & Public services
Media Design & Branding
Market Sweden
Agency King
Creative Director Peter Simonsson
Art Director Axel Isberg
Account Supervisor Lina Söderqvist
Released June 2012

Awards

Cannes Lions 2012
Design Lions Promotional Item Design Bronze

Credits & Description

Type of entry: Graphic Design & Design Crafts
Category: Promotional Item Design
Advertiser: RYSKA POSTEN
Product/Service: COURIER EXPRESS S
Agency: KING Stockholm, SWEDEN
Advertiser RYSKA POSTEN
Product COURIER EXPRESS S
Entrant KING Stockholm, SWEDEN
Type of Entry: Graphic Design & Design Crafts
Category: Promotional Item Design
Title: RYSKAPOSTEN
Advertiser/Client: RYSKA POSTEN
Product/Service: COURIER EXPRESS S
Entrant Company: KING Stockholm, SWEDEN
DM/Advertising Agency: KING Stockholm, SWEDEN

Art Director: Axel Isberg (King)
Art Director Assistant: Daniel Hallberg (King)
Account Supervisor: Lina Söderqvist (King)
Account Manager: Helena Rössel (King)
Creative Director: Peter Simonsson ()
Advertiser's Supervisor: Daniel Pilotti/Kristoffer Jeansson/Henrik Jonsby (Ryska Posten)

Brief Explanation
The same producers as hired by fashion brands Acne and Whyred sewed the clothes in Portugal. They had been carefully selected to make sure that the final products would be able to bear the rough condition that is part of a couriers’ work environment.

Describe the brief from the client
The media investments made by courier service company Ryska Posten are very limited. Thanks to customer contact, the couriers themselves are what forms and characterises the brand. As a brand building action, they therefore wanted to produce uniforms for the drivers. The shippers of the competiton wear either their mufti, or in the best case, standard profile clothing. Ryska Posten clearly needed to separate themselves from this.
The solution was a series of in total 12 garments that were exclusively created for Ryska Posten. The design is carefully prepared and thought through, with smart solutions and details together with innovative, organic and high quality materials. Fitting and details vary from the male and female outfits.

(In Swedish, ‘Ryska Posten’ means the ‘Russian Mail’, which is also a game played among children in early ages.)




Describe the creative solution to the brief/objective.



The inspiration comes from military gear and Russia’s postal service. The collection contains a parka jacket, piped pants, broadly striped jersey sweaters, quilted vests and army jackets. The key colours of the collection are grey, black, red and white, which is consistent with the design formula of Ryska Posten. They had earlier been applied to the clothes of the bicycle messengers. The complete collection was packed in a postal bag, which was then handed out to every courier in the company.




Describe the results in as much detail as possible.



The clothes have resulted in distinctness and a boost of confidence to the couriers. The flexibility of being able to mix and match the different garments creates an opportunity to be individualistic and at the same time be a distinct ambassador for the Ryska Posten brand.