International brand consultancy FITCH has rebranded the largest regional mobile phones and digital gadgets retailer in the Russian Far East — Sotoviy Mir.

This month the city of Khabarovsk saw the opening of a brand new SM store built with a new identity, designed by FITCH.

Additionally to the new naming, visual language and tone of voice, SM rebrand project included development of the brand strategy, graphic and 3D retail design.

The new visual identity stands for a new brand positioning of SM as a ‘perfect guide in a world of digital adventures’ and implies the core values of the brand: exceptional quality, independency and honesty.

It is expected that the new SM retail space connect will be implemented across all 100 stores in 8 Far East regions of Russia.

Photos from the opening of the new SM store in Khabarovsk