F-1-73. REX train is a reliable way to reach your destination

Agency	Plenum Brand Consultancy
Creative head	Egor Myznik
Author of idea	Egor Myznik
Product	Train Rex
Description	REX is a new Russian brand of comfortable express trains, which are going to become an alternative to modern public transport currently operating at the routes between Moscow and regional centers. The goal, set forth to the agency in the process of brand establishment, was to inform the consumer of the promise of new passenger transportation standards and comfortable service. This task is conditioned by the current situation in the railway industry: railways undergo modernization, and the market reality is represented by outdated, uncomfortable electric trains, huge queues, lack of service. And that is why the new brand must change the perception of this category and form the image of modern, emotional, and friendly company. To promote the new passenger transportation format, we must totally abstract from the established stereotype of old trains, queues to booking offices, rudeness of service. Emotional, pleasant design sets REX express trains apart from the conventional "green" trains. The name REX is an acronym from the functional description of trains ("regional express"), and a familiar name of a good-natured dog. The name REX also plays on the folksy denomination of suburban electric trains, which are informally called "dogs". Bright, recognizable style helps to be distinguished from the mass of uncomfortable and outdated trains, distance oneself from the negative experience associated with past journeys. Brand mascot Rex, who has instantly became recognizable, represents friendliness and comfortable, "home-like" service.
Team members	Brand Consultant Ilya Lazuchenkov Brand Analyser Katerina Palshina Art Director Egor Myznik Designer Egor Myznik, Marianna Katina Project Manager Alice Askerova

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