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ICU Branding agency

We are create a connection between business and audience through deep research and creative thinking.

25/09/2025

TRIP: an airport of flavors

In classic coffee-and-travel campaigns, you usually see someone in an exotic country, savoring the taste and atmosphere of local coffee.

We chose a different route. TRIP is coffee at the beginning of the journey. Our story starts in an airport — a place of departure, full of possibilities. Coffee here isn’t a memory of the trip; it’s the first taste of adventure, enjoyed in the moment.

That’s the idea behind TRIP, our new sub-brand. The client wanted a design that could easily scale as the product range grows. We created packaging inspired by airport aesthetics: each bag looks like a boarding pass, with visuals that echo a flight departures board.

Check out our TRIP case study on the website — and welcome aboard!

17/09/2025

Open Look: an identity that dances

Open Look is one of the oldest contemporary dance festivals in Russia. Back when contemporary dance was seen as “art for the few,” the festival’s founders set out to change that — to make it open, accessible, and engaging for a wide audience.

The new visual identity continues that mission. It’s built around the metaphor of dance as a language of the body. A dancer’s main instrument is their body — just as a storyteller’s is words. We brought the two together, giving letters the fluidity of movement: they spin, swirl, take the lead, form ensembles, and express the emotion of the stage.

The result is a living, scalable design system that works just as expressively on posters as it does in digital formats.

We’ve also attended the festival ourselves — and it was unforgettable! We were inspired not just by the performances, but by the energy of the audience.

See more about our new case study on the website.

20/05/2025

What does a designer need? Illustrator, Pinterest, and inspiration. What about a painter? A few brushes, a canvas, some paint—and of course, a muse.

It’s hard to imagine a classical Renaissance or Surrealist artist designing packaging for pasta or buckwheat. Yet some artists did, in fact, lend their hand to the evolution of design. A look at the artists who laid the foundations of modern branding.

28/04/2025

The secret of packaging

What catches our eye when we walk into a store and look at a shelf filled with products from the same category? Packaging, of course. After all, it’s much more pleasant to receive a product in an attractive wrapper than in plain plastic. And hey—if needed, you can even re-gift it)

Let’s take a look at the types of packaging brands are creating and what makes them special.

14/04/2025

Employees as the best brand ambassadors

To truly connect with their audience, brands are embracing openness and transparency in their communications, fostering a sense of authenticity and trust. One powerful tool in this process is EGC (Employee-Generated Content), where employees themselves take part in creating content. From office memes to full-scale production insights, this type of content brings audiences closer to the brand.

Let’s take a look at how different companies use EGC in their communication strategies.

08/04/2025

Balancing the content wheel for your social media

Have you ever drawn a balance wheel to assess which areas of your life are falling behind and need immediate attention? The same principle applies to social media content. In these cards, we’ll show how to maintain a balanced relationship with your audience through well-rounded content.

14/03/2025

5 approaches to creating logos

The first thing a customer sees to identify and remember a brand is its logo. Alongside other brand elements, the logo shapes the brand’s image. The more concise it is, the easier it is to remember.

However, simplicity doesn’t suit everyone. It’s important to consider the brand’s character and positioning to reflect its unique features in the logo.

Here are 5 distinctive types of logos you can use for your brand.

03/03/2025

We imagined — what if films had their own identity, just like brands, shaping a unique image for the entire picture?

Using the nominees for the 2025 Academy Awards, we put our hypothesis to the test.

25/02/2025

How neomorphism allows you to «touch» the product?

Think about how you choose fruits at the store: you need to touch, twist, and examine them. This is how a consumer, on a sensory level, decides whether a product is right for them or not.

The focus on tactility in design is called neomorphism. This current style transforms familiar visual elements by adding volume, depth, and character to them.
See in the cards how we used this technique in the development of the Prezex condom brand.

01/02/2025

Edward de Bono said that the components of creativity are provocation, risk, and research. To achieve results, you need to conduct a “thought experiment”.

Creative ideas are sometimes hidden deep in our minds. To uncover valuable ideas, you need to enhance your creativity by creating unexpected and bold solutions: catchy slogans, engaging stories, recognizable designs.

We’ve gathered methods for idea development. The techniques can be combined, as they all aim to foster creative thinking.

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