Yangi Bakht. Life Patterns
Клиент
NRG
Рабочая группа
MA'NO Branding team:
Adelina Uzyakova — Client Service Director
Temur Sadi — Design director
Alyona Matyushina — Project Manager
Valentina Korobkina — Strategist
Artyom Golubev — Art director
Zokir Khalmatov — Art director
Murat Risbikov — Designer / Motion designer
Ilya Kim — Designer
Elizaveta Babikova — Designer
Alexander Popkov, Independent strategy director
We digital team:
Denis Roman — CEO
Valeria Lee — Executive Director
Aleksandra Selivanova — Creative Lead / Copywriter
Anastasia Pak — Project manager
Elbek Nurmukhamedov — Art Director / case editing
Malika Baratova — Strategist
Diana Bayjigitova — Designer
Nargiz Khamidova — Account manager
Oybek Karimov — Designer
Задача
As Tashkent experiences rapid growth, the pace of life in the city is accelerating. More noise, more bustle, more stress, fewer trees, less air, less time for yourself. In such a fast-paced urban environment, finding a peaceful place to slow down is a real challenge.
Yangi Bakht ("new happiness") is a residential complex built around the old Bakht (happiness) Lake. Surrounded by nature and water, it’s a sanctuary of fresh air and tranquility.
Yangi Bakht is positioned as a place where you can have a true time to live. Brand encourages people to stop, take a deep breath and pay attention to the beauty of the moment and the happiness around us, here and now. Yang Bakht helps to uncover and enrich our life through the sense of place and throught the services.
Brand identity embodies the idea of slowing down and living a peaceful life through the connection with nature. The logo, with its soft and fluid shapes, echoes the gentle movement of waves, symbolizing calmness and ease. To enhance the feeling of tranquility and connection with nature, we used natural patterns, slow and smooth animations that bring a peaceful atmosphere to life.
