In the 2010s, The Central Children’s Store underwent reconstruction. The entire building is dedicated to children: shops, entertainment venues, and cafes are all oriented towards them. The Central Children’s Store hosts a large-scale school fair every year, and performances take place in the lobby every weekend.
Problem
In 2025, the store is undergoing a large-scale transformation, evolving from a beloved shopping center into a true Center of Impressions, where every visit becomes an unforgettable adventure and immersion into a world of magic.
Solution
A new logo and visual identity for the Central Children’s Store, infused with warm retro notes, offset trapping, and vintage-inspired typography. The new logo and visual identity are built on subtle nostalgia for the era when the store first appeared. This feeling is delicately conveyed through a modern serif typeface with playful terminals and drop-shaped details. As a result, the store’s communication feels warm, nostalgic, and highly distinctive. In all illustrations, children appear noticeably smaller than the surrounding objects. After all, this is a children’s store, and children perceive the world as being much larger than it really is. The illustrations are created with distinctive noise imitating print moiré and trapping, as if they had been printed with misaligned films many years ago. A distinctive pattern with light retro undertones, interwoven with the recognizable arches of the building, complements the typography and signature illustrations.
Results
The renewed store will become a dynamic, interactive space with cozy family rest areas, a vast gourmet food court, and venues dedicated for vibrant events.
