“Holy Thursday” (“Чистый Четверг”) Househ

“Chistyi Chetverg” is a home-care brand that reinterprets a cultural symbol familiar to everyone in Russia. In Russian tradition, the day known in English as Maundy Thursday or Holy Thursday is called “Chistyi Chetverg”, which literally translates as “Clean Thursday.”Originally, this name referred strictly to the religious day before Easter, but over time it became part of everyday language. Today, for many Russians, “Clean Thursday” is understood not just as a holiday, but as a symbol of renewal, deep cleaning, and a fresh start.

The dove is a symbol of peace, purity, and renewal. Its imagery evokes spiritual traditions in which the dove is associated with cleansing, good tidings, and hope. Within the brand, it becomes a metaphor for harmony and the renewal of the home, transforming cleaning from a routine chore into a symbolic act of care for the space and those who inhabit it.