There is a difficult situation in the Russian fashion market – a lot of young brands compete for a rather specific audience. The only way to stand out is to find your niche and develop a unique identity that resonates with the audience's feelings and needs. The client applied to Z&G.Branding for this task.

Alavelarium is a new brand of women's clothing from Saint Petersburg. Elegant and feminine. The name Alavelarium is formed from two parts - from the Italian "Ala" — wing and "Velarium" – tent, which in Ancient Rome covered the theater. Alavelarium clothing covers the body with a weightless material, emphasizing the femininity and elegance of its owner. The logo's font design refers to the classic period in history, resembles columns of the ancient order, is well-read and scaled. A woman is an element. Sometimes impalpable as air, sometimes stormy as the ocean, kindled from within as the brightest flame, and balanced as the earth. For the first time, the idea of the four elements appears in the works of ancient philosophers. According to Empedocles, it is the elements that set the world in motion. So a woman in Alavelarium clothing literally enlivens everything around her. An elegant identity for a clothing brand that celebrates women's strength and beauty.