The approved concept of the logo and identity was built on the saying “like mother, like daughter”, or alternatively “where there’s an apple on the ground, there must be an apple tree around”. Many generations of women have been brought up on this concept. The apple symbolizes the touching mother and daughter relationship, continuity and adherence to tradition. It also creates a variety of associations such as beauty, temptation, seduction, etc. Anna& Marinas target audience is represented by women of different styles and ways of life, nature and origin like the different varieties of apples, yet related through the main female values: motherhood, recognition, passion, love, wealth. This concept was embodied not only in the icon design, but also in the elements of the branded pattern and heraldry.
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