Concept groupГруппа компаний "Концепт" занимается комплексным рекламным обслуживанием компаний, продвижением брендов на рынке, разработкой рекламных оффлайн и онлайн кампаний.
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Task:To conduct retail branding of home appliances online store with the subsequent development of a communicative strategy for the brand development
After a comprehensive study of the competitive environment we decided to distance ourselves considerably from the huge mass of online technology retailers. Main trends of past years, which the Internet sites copy from each other, ceased to be perceived by the target audience. We have found new points of interaction and ways of communication with the consumer.
Distance of the brand from technologicality to brutality made the service emotional and unique.
Changed values in the brand platform of the online store aimed at improved service and emotional communication with the target audience. Now it is not just a store of home appliances and electronics, but a store where each member of the family can choose the goods to his taste. Competent managers give each customer as much time as he needs for a "confident" purchase.
On the basis of the task and description, at the first stage of the work we had to develop corporate naming and concept of store positioning.
The proposed name has several advantages: it is very universal and combines a large category of products for the target audience, corresponds to new brand values.
"All to people" - a unique naming that is easy for perception, and also carries a hidden advertising message and call to action. "All to people" reveals the main idea of the online store - providing wide choice of products and new approach in the work of management.
The next step was to develop a visual image for a new brand in the brand book.
The main task in the development of corporate identity was to show the direction of the online store. In the designed corporate style we have introduced logo that motivates to action and confident color scale. Red color indicates the company's leadership in its segment, attracts active target audience. The developed corporate style has turned out bright and alive, transfering the theme and the nature of the online store, and detuned from competitors.
The final stage of the complex rebranding was the phase of website development.