And-studio
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Strategy & Branding & Digital.
10/07/2025
The north-west Lithuanian town of Plungė was ready to dive into a rebrand that would move it from a standstill to communicating the distinct characteristics of its Samogitian heritage to the world beyond. Samogitians are known for their stubbornness, persistence, and autonomy – values that have shaped everything the region can be proud of. The community aimed to establish a unifying brand that reaffirmed local identity while appealing to bold tourists and proactive investors.
The strategic approach, guided by Synthesis Consulting Group, was rooted in authentic local insight and the flowing nature of the town itself. A survey of 1,049 residents revealed deep pride in the city's determination and resilience. Rather than reinventing Plungė's image, the positioning celebrated these strong points, targeting proactive, courageous individuals ready to take a dive into what the town has to offer.
The new visual identity by And-studio brings this strategy to life through the flowing connection of the "u" and "n" in the logo, creating a river-like form that runs through the town's name just as the actual river runs through Plungė. Woodcut illustrations inspired by traditional Samogitian art create a distinctive aesthetic that honors local culture. This colorful, attention-grabbing identity represents Plungė's unwavering spirit and its invitation to those who share its values.
Congrats to Plungės rajono savivaldybė on this bold new beginning - and thanks to the courageous divers of Synthesis Consulting Group and And-studio who set the current in motion 🏊♂️
We love our work - that's hardly groundbreaking news. Every project becomes our little obsession until it shines just right.
But when that work finds its way into the hands of others who get it? That's when the magic really happens. Suddenly these projects are traveling places we never imagined, touching people we've never met.
So here's to those who gave our three biggest creations from early 2025 - Kino Pavasaris / Vilnius Film Festival, Mana Sleep & Spa, and Basker - a stage to shine on. Shoutout to The Brand Identity, Brand New by UCllc, Bounty Hunters, Mindsparkle Mag, Visuelle, and WE AND THE COLOR for letting these projects travel far and keeping their spark alive.
Here's to more of our work finding its way into such inspiring company 🥂
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Raugyklos Gatvė 21
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