Frog World
General theoretical part
« „Frog World“ is not just a line of merchandise, but a manifesto inspired by our love for these amphibians and animals in general. »
The brand considers wardrobe items not just as functional clothes, but as dynamic symbols that express individuality and a deep emotional connection with the living world. Where each item of clothing should evoke an immediate emotional response and interpretation in a modern cultural context. We not only created illustrations for use in products, but also tried to change the silhouettes of things we know, adding more creativity to the elements of the collection themselves.
«Frog World» positions clothes as a personal narrative: wearable products remind of connection with nature, inner freedom and joy of being. Here, clothes become more of a means of expressing a unique «I», by showing the interests of the wearer, helping to build a dialogue with others, telling them which images they like.
Presentation to the general audience
For its audience, the brand embodies respect for biodiversity and the idea of harmonious human coexistence with nature. This attracts people who appreciate bold visual language and original, sometimes ironic design. The brand’s mission is to translate the playful, adaptive, and sometimes audacious dynamics of the natural world into the modern language of urban fashion.
« Our products resemble modern style mascots — people return to natural images and try to find a stylish solution to rethink these images. »
The living shapes, vivid textures and symbolic motifs of frogs refer to the life cycle, metamorphoses and the primeval energy that is stored in every corner of nature. Meaning is embedded not only in the design, but also manifests itself when the wearer and the observer interpret these symbols, creating a dialogue between wildlife and cultural expression.
The brand is positioned as clothing for those who are not afraid to stand out, love nature and want to add a touch of playfulness and originality to their image. Focus on self-expression, comfort and unique design.
Target audience:
• Young people (teenagers and youth aged 16-35) who actively follow trends, appreciate uniqueness, and love nature, indie and alternative fashion culture. They are looking for ways to express their personality through clothes.
• Older people who want to add playfulness to their wardrobe, like unusual accents, or are fans of nature/amphibians.
Presentation for professional audience
The brand positions itself as a conceptual example of how wardrobe items can function as a means of communication. It illustrates a fresh reinterpretation of natural sources, symbolism based on visual images, and the semiotic coherence between form, narrative, and intended meaning.
Using Craig’s perspective:
- Sociocultural: we wear clothes every day, it turns into a constant flashing of not only images in the minds of customers, but also of people around;
- Semiotics: illustrations become signs, increasing brand awareness;
- Critical: we promote the use of the beauty of the animal world, without using the animals themselves in the product.;
- Rhetorical: again, our customers themselves promote our brand by wearing it for a walk. The brand is positioned as an author’s, niche brand of clothing and accessories, aimed at creative consumers who appreciate art and originality.
Professional audience:
• Fashion designers and illustrators: For whom the originality of the idea, the artistic value of prints, and the technique of execution are important.
• Buyers: Conceptual clothing stores. They value the uniqueness of the offer, the sales potential, and the target audience.
• Fashion editors/journalists: Looking for new names, trends, and interesting stories in the fashion industry.
• Potential investors/partners: Interested in promising, growing projects with a unique vision.
bibliography and list of image sources
the text is based on materials from the course «Communication Theory: Bridging Academia and Practice»
text & illustration’s by Anna Malysheva mockups by Ekaterina Kovalenko longrid layout by Alina Smirnova
https://portfolio.hse.ru/project/270248# (дата обращения 13.12.2025)
