BALTUPIS BY REALCO
BRANDING

Baltupiai is all about nothing—no body, no soul. Stuck in late '70s Soviet modernism, it's built of standardized shapes and prioritizes quantity over aesthetics. Despite its mature greenery, nowadays, Baltupiai is characterized by its slow-paced, sleepy atmosphere with little individuality or community engagement. Our task was to brand a new real estate project and reshape perceptions, moving beyond the tyranny of straight lines. Rather than denying the past, we aimed to add a new context to this district that celebrates individuality and community engagement. Baltupis, a local village name and a stream, dates back to the 14th century, so the name Baltupis redirects the district's future by giving it a fresh yet historically attentive start.

You can be yourself here, but you should never feel alone. This message highlights the key features of the real estate project: vast amenities and human-centric architecture. The Baltupis logo respectfully blends the location's history-in-present and modernity, symbolizing transformation and rebirth. Its solid yet fractured forms, taken from brutalist aesthetics, mirror the dynamic architectural shapes of the new district. The result—a branding that captures the city's vision, the real estate developer's perspective, and the aspirations of future residents—a vibrant district pulsating with urban life.