KRIVIKOSO. Communication theory

The name refers to the Russian word «crooked-askew» — intentionally careless, not according to the rules, a little awry. This is embedded in the very DNA of the brand. In the visual, this is expressed with the help of a mascot.

Krivokoso positions itself as an anti-lux. The brand’s page says: «In the world of super-serious luxury, kindness, slight negligence, humanity and childish eccentricity will still win — this is the foundation of krivokoso.» This is a conscious position that opposes itself to expensive jewelry with pathos. They focus on character. Krivokoso has a very diverse audience, but the base is people for whom clothes and accessories are a saying. They appreciate unusual things with light overtones, relaxed. The brand also provides an opportunity to buy its products as a gift to both friends and the B2B segment (employees, partners, corporate customers).

1. The website. This is a full-fledged online store with a catalog, keychain designer, sections for corporate clients and partners. It is made in a bright, playful style — with falling crabs and live animation. One of the features is the constructor. The buyer can assemble the keychain himself from the selected beads on the website or at the workshop. This transforms the accessory from a finished product into a personal object and significantly enhances emotional attachment to the brand. It also directly reflects the brand’s positioning. This is part of the brand’s communication.

2. Social networks. They look mostly like a personal diary: life photos, reposts of reviews and collaborations, announcements of new products. The brand communicates directly with the audience through an informal diary format.

Social media is partly the main communication asset of the brand. They collaborate very often, and they have a lot of contacts with other brands. Such a large number of connections is very useful for attracting a new audience. The brand’s PR strategies are mainly based on this. The main flow comes from partnership and the intersection of the interests of the audience.

1. The Enhancement Likelihood Model was chosen because Krivokoso operates primarily through a peripheral route: the product is sold through images and sympathy.

2. The theory of Uses and Gratifications raises the question of what the audience does with brand content and why. The Krivokoso product is an accessory that is worn on oneself and shown to others. That in itself is the answer to that question. The audience uses it as a way of self-expression. The theory show why people choose this particular brand.

People photos on social media with beads on bags, marks, collaborations — all this encourages you to buy before diving into the brand. The image of the Chikibryak crab evokes sympathy and trust. If we like the source of the message, we transfer this attitude to the product. This is exactly what happens when you see the mascot and the visual component of the brand.

It is important to mention the products themselves, which are produced by the brand. They preserve all the values that are broadcast in the media. All products have a minimalistic, simple, pleasant appearance that inspires trust and sympathy.

The positioning of «antilux» works through contrast with serious jewelry brands. Against the background of expensive jewelry, Krivokoso looks refreshingly simple. This creates a positive relationship with the customer. Limited collaborations operate on the principle of limited supply. This activates the peripheral key of theory. You need to buy it now, while you still have the opportunity. Also their works are showcased by prominent Russian and international brands such as Golden Apple, Poisondrop, and others.

The need for self-expression is closed through the constructor. This is directly consistent with the theory that people use a product (and brand content) to construct their own image. This also closes the community membership point. The theory describes the need for social connections through the media. Krivokoso creates a community through workshops, media, etc. where people physically gather and make jewelry together.

Mascot Crab Chikibryak is an absurd, light content that gives the audience the opportunity to switch from seriousness. The theory calls this a diversion — a distraction from the daily routine. The brand literally dilutes routine life.