Familia fashion stores RU
Familia - Russia’s best off-price fashion retail brand identity and shop interiors. Ideas how to create store layouts and designs.
Familia is a large Russian multi-brand retailer with a similar buying policy to TK Maxx, Ross and Burlington in the USA.
To signal to Familia customers that something new is happening in store we redesigned the brand Identity, store interior and the communications suite.
Multiple store locations: Moscow, Russia.
Transforming a multi-brand fasion category
Founded in 2000, Familia now is a strong and dynamic company, with more than 340 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.
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,' they mean it.
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 the Russian Fashion Retail sector and aimed to increase 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.