BALTUPIS BY REALCO
BRANDING
THE PROBLEM
Baltupiai has been stuck in late ’70s Soviet modernism – standardized shapes, quantity over aesthetics, mature greenery and a sleepy atmosphere with little individuality or community life. Branding a new development there meant reshaping perceptions of the whole district without denying its past.
Our solution
The name came first. Baltupis is a local village name and a stream dating back to the 14th century, redirecting the district’s future with a start that stays historically attentive. “You can be yourself here, but you should never feel alone” carries the project’s vast amenities and human-centric architecture. The logo blends history-in-present with modernity – solid yet fractured brutalist forms mirroring the new architecture, moving the district beyond the tyranny of straight lines.
