Break all the rules and get - ALL AT ONCE

The chaos of the «Artist» the energy and adventurism of the «Hero» and the scattered socks of the «Best Friend»: while the retail market sits and waits, Lavina — on the occasion of the brand’s 10th anniversary — has developed a bold relaunch of its visual communications together with Brain Tank agency.

To anchor this strategically, the team identified three Lavina archetypes that became the foundation of the new communication platform «All at Once». It demonstrates that the communication of a modern shopping center cannot live by a single image — it works with different emotions, states, and needs of people.

«In recent years, we have witnessed another important shift: visitors come to shopping centers not only to shop. For most people, it is one of the few available ways to switch off, spend time with family or friends, and have new experiences. In the reality of war, power outages, and limited travel opportunities, emotional experiences have become far more valuable,» — adds Iryna Trukhanova, Marketing Director of Lavina Shopping Center.

Just as every personality has its own unique character, a brand — in order to feel «authentic» and respond to the emotional needs of its audience — must project a multifaceted image built from different brand character traits.
The true personality was found across three archetypes at once: 50 % «Artist», 30 % «Hero», and 20 % «Best Friend».

Three Archetypes: Who Is Lavina Today?

The Hero — about challenge and the strength to keep moving forward.
In times of uncertainty, what we need are brands that don’t wait for better conditions, but create them. The Hero sets the tone: ambition, activity, dynamism, a drive toward new experiences. With this archetype, Lavina declares: we don’t observe the market — we set the pace.

In visual communication, the Hero archetype can be seen in bold headlines and oversized typography.

The Artist — about the freedom to create your own universe.
The Artist is about the courage to have your own style, voice, and cultural language. To live by your own rules. Lavina chooses an aesthetic that doesn’t imitate — it creates. In this archetype lies freedom, emotion, and visual expression.

Everything you knew as brand colors has been blended into a multitude of palettes. The number of brand elements and patterns is off the charts — just like in the studio of an artist whose imagination holds the full breadth of visual possibilities, and where, beneath absolute chaos, you can glimpse a system of absolute creativity with no limits and no rules.

The Best Friend — about honesty and emotional openness.
We all know that a best friend is someone who is simply there for you. This is not the person who communicates with measured minimalism — they dump «everything at once» on you. They might even leave socks all over the room, and you’ll still come over, because it’s unbelievably cozy there.

That’s why our visual language is chaos — a chaos made of a diversity of emotions, vulnerable but as genuine as a best friend.

Three archetypes — this is not about excess. It is about a new model of communication, one in which Lavina emerges as a multidimensional brand that allows people to be different. This is not a reaction to the market — it is the act of setting new rules for the game.