Nobby was to enter retail market of Yerevan and fill the spare niche of smart casual and classy clothing for men. It was going to represent a few brands that offer suits, shoes, accessories and more of men’s wardrobe elements. So while naming the brand we kept in mind the character that would shop here, his look and mindset. We thought of both film characters and real people we know and then found the neat and describing word we needed “nobby”. Most of people associate it with word “noble” (and that’s really good bonus) but according to Merriam-Webster Nobby comes from the noun "nob," which is used in British English to mean "one in a superior position in life." Also appearing in English in 1788, "nobby" was first used to describe people of strikingly exquisite appearance. Anyway now it is defined and used “cleverly stylish; chic, smart”. Describing the color palette and the branding in whole it is modest and temperate like Nobby style is. We applied this brand identity to the shopping paper bags and business cards, in interior and exterior design of the store.