Description

This collection of plates features the 12 archetypes of Fractal Branding, a strategic framework by Shuka. With confident gestures of arts and crafts, we translated a theory that usually stays in workshops, hides in decks, and lives inside brands — into a tactile experience. Now you can take it out of the box, eat grapes off it, stack it in a cupboard, or hang it on a nail — a reminder: you might get scratched, but you can’t be broken.

Each illustration comes with a quote from a famous person who has an almost spotless reputation. Their character matches the archetype. One of these plates will likely reflect your personality, reminding you of who you are, what your strengths are, and what your purpose is—even after a spin in the dishwasher.

With Fractal Branding, we reveal a brand’s personality and amplify it into a powerful, dynamic system of identity, tone of voice, user experience, and communication. We divide brands into three groups that help brands answer the questions “What?”, “How?”, and “Why?”. Each group contains four archetypes. Shuka itself is the Explorer: we focus on “How?” and want to inspire you on discoveries. These plate-talismans remind you of your true essence.

Credits

Dasha Zudina — Creative director
Anastasia Butrym — Creative strategy director
Ivan Velichko — Creative director
Ivan Vasin — Creative director
Anna Koltsova — Illustrator
Aleksander Koltsov — Illustrator
Anna Kabanina — Art director
Ksenia Polezhaeva — Senior designer
Polina Klyueva — Designer
Anna Chekushkina — Motion designer
Alina Ivanova — Motion designer
Maria Orlova — Client service director
Narek Vatinayn — Project manager
Vasilii Kolesnik — Head of content
Daria Vedernikova — Head of communications
Katerina Makhno — Content designer
Katerina Shcherbakova — Senior content producer