The Bakery Design Studio — Selectologie — 俄羅斯 莫斯科

Selectologie is a brand new boutique in Moscow aiming to provide local women with quality & affordable footwear. Inspired by secret societies & closed clubs the team imagined the shop as a secret place with exclusive content, unobtrusive service & amazing selection of products. Creating a name for the business was not an easy task, but eventually they came up with a very simple but absolutely unique one: Selectologie.

Sounding both like sientific approach and religious cult the name suggests a unity of people with shared knowledge & almost fanatical obsession with subject matter. To support the idea of secrecy, signs and syphers, the basis of the identity is a word search puzzle game. everything from the company name to brands and types of shoes are layed out as riddles and every piece of communication carries multiple functions & messages.