Garnet — a unified design system
Lately, we often hear people say that "buyers are leaving Urikzor, wholesale markets are dying." The reality is that consumers are shifting online (to Uzum and other marketplaces). Entrepreneurs who noticed this offline market "squeeze" in time have already adapted to the new wave. One of such forward-thinking clients is the Garnet brand.
1. Problem and Task
Previously, this team was engaged in the wholesale of various household goods to the regions through the Urikzor market. They had dozens of different brands on their shelves. Now it was time to enter the online market. However, you cannot go far on a marketplace by selling someone else's products.
We were tasked with bringing the client's product line of 25–30 SKUs into a single, cohesive design system that would clearly stand out both on offline store shelves and on smartphone screens.
2. Research
The packaging for household goods is typically extremely boring and cluttered. On an online marketplace, a buyer chooses a product based on a tiny picture (thumbnail). Therefore, the new design had to be not just beautiful, but highly contrasting, clean, and easily understandable, essentially "chewing up" the information for the buyer.
3. Solution
What was done:
- Logo: We used a bright light-green background and red "Garnet" typography. The radiating lines in the background symbolize cleanliness and energy, instilling trust in the buyer.
- Packaging system: Dozens of products — from parchment paper to floor cloths and microfiber towels — began to look like a single family. Green was preserved as the brand's core DNA, while clear visuals and easy-to-read infographics were added for each specific product type.
- Offline tools: We didn't forget about Urikzor, either. We prepared special shelf talkers with the slogan "KERAKLI PAYTDA, KERAKLI YECHIM!" (Right time, right solution!) for the shelves, as well as visual roll-ups for the stores. The design must sell itself from a distance on the shelf.
Result
The Garnet brand killed two birds with one stone. They successfully maintained their wholesale trade at Urikzor while booming their online sales across the republic via Uzum. Now they are selling their own brand, backed by a unified and strong visual system, rather than just distributing someone else's goods.
