Fashion2Customer needed to unite several Scandinavian clothing brands in one single multi-brand store and so they asked for help from Russian design company 'ViewPoint'.
The brief was to develop the general brand identity but also it's idiosyncrasies. The image of shop wanted to reflect the Scandinavian origin of the brand and look modern, youthful, European and clear to the Russian consumer. The demographic was young, "advanced", self-assured and 'informed' people who are highly aware of fashion and often use the catchphrase "Yes, I know!" Which is how the founded the new brand name. Giving it an English dialect makes the brand seem from european origins which injected some western fashion kudos.
From the interior design perspective the Scandinavian style is reflected in a combination of a white brick background, contrasting colourful charts and color accents where they use turquoise, orange and beige colors. A key brand element of the brand is a line and turned i, transformed in an exclamation mark.
From a communications perspective this element, along with the strapline, lends itself to various applications on various packaging for the store. E.G the retorts are the strapline to statements such as: “Everybody likes it! - Yes, I know”, “What you are looking for - Yes, I know”, “It’s your sale today - Yes, I know”etc.
The branding was thoughtfully considered to work alongside the interior design. Carefully designed zoned areas in an interior therefore has been developed and other retail elements such as the brown paper for receipts and set of other "pleasant trifles" developed for shop.
- Text from Viewpoint's website.
0 comments:
Post a Comment