That’s how we got the Yandex. Market icon, one of the new brand’s first and main attributes, from tape. A simple «M» inspired ideas for the pattern and even became one of its base elements.

We found our overall style fairly quickly. The tape pattern was such a perfect fit and everyone liked it so much that the next step was pretty obvious: we had to scale it. So we started putting it on boxes, cars, packages, and even couriers.

We also started wondering what we should do with the products. We wanted to highlight the reason why people visit marketplaces. So we decided that our only «models» would be the products themselves: just the item on a neutral background. No distractions, right to the point.

This all had to look appealing and straightforward both online and off.

There was still another issue we had to tackle: how the new Yandex. Market would communicate something abstract to its users through design. Illustrations helped a lot here. Our designers created a style that turned information on payments, delivery methods, innovations in the app, and the advantages of pickup points into funny but intuitive metaphors.

Later, it turned out that we had even more reasons for illustrations than we could imagine. So we came up with a style where new illustrations could be created from individual elements. All we had to do was draw these elements. That and develop a constructor that we could use to quickly generate more and more new images. Easy!