The Identity for the annual “I am Agel Russia” event for the Agel company. The main request that was announced during a brief meeting was to use elements of the ancient Russian folk craft – Khokhloma. Experimental graphic language integrated the form of Latin symbols and herbal Khokhloma patterns in this project, having kept the traditional painting colors: gold, red and black. As a result we’ve gotten something very lively, bright and merry. Some of the logo elements were drawn in FontLab Studio software.  Also I had to show 2 variants of logo: as a line and in circle. The original merchandise was made as well – fridge magnets that could be combined differently in a formula based on logo. It was a lot of fun for me to find modern plastic arts for wordmark in native Russian ornament so the Identity would look fresh and not archaic. I wanted to put maximum of positive emotions into the comprehension of that wordmark because the ID was created for a festive event. The herbal forms of Khokhloma told me what forms glyphs should take in the wordmark.