Designers do not necessarily act as generators of new ideas. What they are often required is to simply fulfil a ready concept of a client.

Fashion designer Natalia Vasilyeva makes clothes in the Russian style of 1920s under the trademark of «Ivasi». (Ivasi is a kind of sardine, iwashi.) She wanted to make labels by combining a drawing from an antique soapbox with the logo – a fish.

The idea of Natalia Vasilyeva was to place the fish in the middle, so that the girls jumped into the sea after it. I copied the picture, slightly adjusted its format to make it more square, and designed a new logo, trying to make the fish look like a reticent girl, who is, however, sure of her beauty, and whom the sporty swimmers could feel envy for. We decided to put the word «Ivasi» as if it were made of sea waves.