Familia now is a strong and dynamic company, with more than 80 department stores in Moscow and across Russia. It is a discount store for branded products of past collections and offers men's, women's and children's apparel and shoes, as well as other areas such as toys and home products.
The created brand identity
Familia is a multi-brand retailer with a similar buying policy to TK Maxx, Ross and Burlington. If you've shopped Familia stores, you know that their stock changes all the time and bargains don't stay on our shelves for long. They don't tend to reorder individual items and the stock rooms in stores do not hold replenishment stock. So when saying 'when it's gone, it's gone' and they really mean it.
We help business leaders discover and define a powerful brand narrative.
In order to signal to Familia customers that something new is happening at Familia, we created a new Brand Identity and store interior. We looked at the existing colours and suggest a refreshed palette with a more contemporary appeal. The purple colour was new for Russian Fashion Retail sector and aimed to increase brand recognition.
The requirements for the store fit-out costs had to be within a strictly approved budget, the main criteria for the new design ideas were a combination of image, functionality, quality and durability of the interior design solutions. The new concept needed to be flexible, to apply to different sizes and formats.
Disruptive brand thinking requires innovation.
We work closely with our clients to develop new brands, products and services that are rooted in, and bring to life, what makes them special. We think it’s this kind of brand-led innovation that proves sustainably successful. We developed comprehensive integrated brand marketing and communications strategy for Familia marketers. A new retail store brand identity, with more fashion flair, followed.
The graphic communications suites for each of level of; navigation, information and promotion, was then aligned with the new brand identity.
The interior store design and VM display solutions for “Podium”, a zone that allows the retailer to feature the latest arrivals was carefully crafted to increase sales.