Founded in 2000, 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 previous brand identity
The new 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 proposed to look at evolving the existing Brand Identity. We did not want to lose connection with the current Brand but proposed to refine it, give it more personality and make it more fashion focused. We looked at the existing brand 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 the brand recognition.
As the requirements for the store fit out to be strictly in the approved budget, the main criteria for the new design ideas were a combination of image, functionality, quality and durability. 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 and a comprehensive brand toolkit at the point of purchase was coupled to a new online digital web site.
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 which allows the retailer to feature latest arrivals was carefully crafted to increase sales.
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