A. Sibirev & Co Communication Theory as a Foundation for Contemporary Brand
RUBRICATOR
— How Communication Theory Works in the Field of Design — Brand Presentation for a General Audience — Brand Presentation for a Professional Audience — Communication Theory as the Basis of the Strategy — Bibliography and list of image sources
How Communication Theory Works in the Field of Design
Communication theory considers communication not as a simple transfer of information, but as a systemic and relational process of meaning creation, where messages are produced, interpreted, and negotiated within specific cultural and social contexts. As discussed in the course, communication is inseparable from symbols, signs, and shared cultural codes, and meaning emerges through interaction rather than direct instruction.
In the field of design, communication theory becomes a critical framework for understanding how visual language operates. Design functions as a form of communication in which typography, composition, materials, ornament, and narrative act as symbolic systems. These systems do not merely decorate products but actively shape perception, emotional response, and identification.
This project approaches design primarily through Craig’s semiotic tradition of communication, which views communication as the process of creating meaning through signs and symbols. In this framework, the designer does not control meaning directly but creates conditions in which the audience interprets visual messages based on cultural memory, personal experience, and context.
Thus, communication theory allows design to move beyond surface aesthetics and become a strategic tool for building relationships between a brand and its audience.
«A. Sibirev & Co» generative illustrations, perfume bottle shapes 2025
Brand Presentation for a General Audience
(For a general audience, the brand communicates through atmosphere, visual richness, and emotional tone rather than technical explanations. The products are positioned as objects that bring beauty, calm, and a sense of cultural continuity into daily life. The brand addresses consumers who value aesthetics, individuality, and emotional depth, offering them accessible luxury rooted in meaning rather than status.)
«A. Sibirev & Co» generative illustrations 2025
A. Sibirev & Co is a contemporary cosmetic and perfumery brand inspired by the atmosphere of pre-revolutionary Saint Petersburg. It is a brand about care, beauty, and everyday rituals — about turning routine moments into something meaningful and aesthetic.
The brand does not aim to reconstruct history or reproduce archival objects. Instead, it translates historical cultural and visual codes into a modern language that feels relevant, warm, and intimate today.
«A. Sibirev & Co» generative illustrations 2025
The Core Idea At the heart of A. Sibirev & Co lies a simple idea: care is a personal ritual. Not a rushed routine, not a technical process, but a moment of attention to oneself. Using cosmetics becomes a pause in the day — a small, quiet moment of beauty, touch, and presence. The brand invites people to slow down and experience care as something emotional, not just functional.
Inspiration and Atmosphere The brand is inspired by historical apothecaries, private interiors, decorative objects, and the cultural life of Saint Petersburg at the turn of the 20th century. These references create an atmosphere of intimacy, refinement, and calm. However, A. Sibirev & Co is not about the past itself. It is about how this atmosphere could exist today — in modern homes, bathrooms, and daily routines.
Brand Story The brand is built around a fictional character — Arkady Sibirev. He is imagined as an apothecary, aesthete, and intellectual who believes that care can be an art form. This story is not told directly. It lives in details, objects, packaging, and mood. It helps the brand feel personal and human rather than abstract or corporate.
What the Brand Offers A. Sibirev & Co offers cosmetics, perfumes, and beautifully designed objects for everyday use. These products are meant to be used slowly and consciously. They are not disposable items, but objects that stay with you — something you want to keep on display, touch, and return to as part of your daily rituals.
«A. Sibirev & Co» generative illustrations 2025
Who the Brand Is For The brand is created for people aged roughly 20 to 65 who value aesthetics, quality, and meaning. These are people interested in culture, design, history, and travel. For local customers, A. Sibirev & Co becomes a brand for everyday rituals. For tourists, it becomes a meaningful gift — something that carries the spirit and atmosphere of the city.
Values The brand is built on several key values: • beauty as part of everyday life, • care and attention rather than speed, • trust and intimacy, • craftsmanship and detail, • accessible luxury without elitism.
«A. Sibirev & Co» generative illustrations 2025
Luxury here is not about exclusivity, but about emotional richness and aesthetic pleasure.
Visual Language The visual language of A. Sibirev & Co is rich, decorative, and tactile. Ornament, typography, materials, and color create a sense of warmth, calm, and refinement. The brand avoids minimalism and loud marketing. Instead, it communicates through atmosphere, details, and visual pleasure.
Packaging as Part of the Ritual Packaging is an important part of the experience. It is designed to be kept, reused, and explored. Opening a product becomes part of the ritual — a slow, sensory interaction that reinforces the brand’s idea of care as an aesthetic experience.
Why It Matters In a fast, noisy, and over-stimulating world, A. Sibirev & Co offers something different. It offers calm, beauty, and meaning. It reminds people that everyday life can be gentle, thoughtful, and beautiful — starting with small rituals of care.
A. Sibirev & Co Care as an aesthetic ritual.
Brand Presentation for a Professional Audience
(For a professional design audience, A. Sibirev & Co can be understood as a case study in semiotic brand construction. The visual identity is based on a carefully controlled system of signs referencing Russian Art Nouveau, Belle Époque European packaging, and historical pharmacy interiors.)
«A. Sibirev & Co» generative illustrations 2025
Project Framing A. Sibirev & Co is an imaginary yet realistically grounded cosmetic and perfumery brand developed as a communication-driven design project. The brand is examined not as a stylistic exercise, but as a case of strategic brand communication, where design operates as the primary medium of meaning-making. The project explores how visual language, materiality, narrative, and cultural references can be structured into a coherent communicative system.
Communication Approach The brand is based on the understanding of communication as a process of meaning construction rather than message transmission. Instead of delivering explicit statements about the product, A. Sibirev & Co creates a symbolic environment in which meaning emerges through interpretation. This approach positions the audience as an active participant in communication, aligning with both semiotic and sociocultural traditions of communication theory.
Semiotic Foundation From a semiotic perspective, A. Sibirev & Co functions as a system of signs. Visual elements such as ornamentation, typography, color, composition, and packaging formats act as signifiers that point toward broader cultural meanings: craftsmanship, intimacy, trust, and aesthetic refinement. The brand deliberately avoids explicit explanations. Meaning is not imposed but decoded by the viewer based on shared cultural knowledge and personal experience.
Sociocultural Context The sociocultural layer of the brand is rooted in the cultural memory of pre-revolutionary Saint Petersburg. References to apothecary culture, salons, private interiors, and artistic life operate as shared cultural codes rather than historical documentation. These references situate the brand within a recognizable cultural framework while allowing contemporary audiences to reinterpret it according to modern values and lifestyles.
«A. Sibirev & Co» generative illustrations 2025
Interpretation Over Reconstruction A key strategic decision was to avoid literal historical reconstruction. Instead, the brand applies interpretive adaptation: historical codes are simplified, stylized, and reframed through contemporary design logic.
This prevents the brand from becoming nostalgic or museum-like and allows it to function as a living communicative system rather than a static historical reference.
Narrative as a Communicative Tool The fictional figure of Arkady Sibirev, an apothecary and aesthete, serves as a narrative anchor. This narrative is not communicated directly but embedded implicitly across visual and material elements. In semiotic terms, the narrative operates as a myth-making structure that provides coherence and emotional depth without explicit storytelling.
Target Audience Logic The target audience is defined psychographically rather than demographically. These are culturally engaged individuals who value aesthetics, meaningful objects, and emotional experience. From a sociocultural perspective, the brand communicates with an audience that seeks identity, atmosphere, and belonging rather than pure functionality.
Positioning Through Meaning A. Sibirev & Co is positioned between mass-market cosmetic brands and international heritage brands. Instead of competing through price or performance claims, it competes through symbolic and cultural value. This positioning is achieved through visual density, materiality, and restrained communication rather than aggressive marketing strategies.
Materiality as Communication Materials and object design are treated as communicative elements. Packaging is designed as an object with its own presence and longevity, reinforcing the ritualistic dimension of care. This material approach strengthens the semiotic coherence of the brand and deepens audience engagement.
«A. Sibirev & Co» generative illustrations 2025
«A. Sibirev and Company» media, package 2025
Brand as a System All brand touchpoints — packaging, print, retail concepts, and digital presence — function as parts of a single communicative environment. Consistency is achieved not through repetition of visuals, but through shared symbolic logic, tone, and cultural references.
Design as Strategic Communication From a professional design perspective, A. Sibirev & Co demonstrates how design can function as strategic communication, shaping perception, emotion, and identification without relying on explicit messaging. The brand communicates through atmosphere, interpretation, and experience rather than instruction.
Why This Case Matters This project addresses a broader challenge in contemporary branding: how to restore cultural depth, ornament, and emotional resonance without imitation or nostalgia. A. Sibirev & Co proposes a model in which branding becomes a form of cultural communication rather than commercial messaging.
Conclusion A. Sibirev & Co is a case of strategic brand communication grounded in semiotic and sociocultural principles. It demonstrates how meaning, identity, and emotional value can be constructed through design as a communicative system.
«A. Sibirev & Co» outdoor communication media, poster 2025
Communication Theory as the Basis of the Strategy
The communication strategy of A. Sibirev & Co is grounded in the semiotic tradition of communication, as presented in the online course. Within this tradition, meaning is not transmitted directly from sender to receiver but is constructed through interpretation. The brand deliberately avoids one-way, informational communication models. Instead, it relies on symbolic communication, where: • visual elements act as signs, • cultural references activate shared meanings, • the audience participates in decoding the brand message.
«A. Sibirev & Co» generative illustrations 2025
Additionally, rhetorical tools discussed in the course support this strategy. The brand uses peripheral routes of persuasion, influencing the viewer through mood, storytelling, and atmosphere rather than rational arguments. This aligns with the course’s emphasis on audience activity, interpretation, and emotional engagement.
By integrating theory into practical design tasks, the project follows the course’s core principle that communication theory and practice should mutually reinforce each other. Theory provides the conceptual framework, while design serves as its practical application.
In conclusion, A. Sibirev & Co operates primarily within the semiotic tradition of communication.
The brand’s main tool of influence is not direct persuasion or information delivery, but the construction of a coherent system of signs, through which the viewer interprets meaning independently. Design in this project functions as a communicative language. The brand does not tell the audience what to think — it creates conditions in which meaning, emotion, and identification naturally emerge.
Bibliography and Image Sources
Literature
• Communication Theory: Bridging Academia and Practice (online course materials)
• Craig, R. T. Communication Theory as a Field
Generative visual developed for the project (by midjorney)
