IMPROVING THE SHOPPING EXPERIENCE - THE NEW AGE OF LOCAL RETAIL
Brand Situation
Flanco is a major retailer on the local market for electronic & household appliances. The retail business environment in Romania became more competitive in 2003, fuelled by consumer credit increase and by changes in lifestyle and buying habits. While competitors were still tangled in undifferentiated claims, Flanco chose to consolidate its brand and to re-focus its marketing activities.
Brandient’s Approach & Solutions
The brand audit considered the market environment and Flanco’s internal competences and resources against the existing slogan “Electro-practical Store” (“Un magazin electropractic”). Brandient developed the new brand promise “Open indeed” (“Foarte Deschis”), which talks to the consumers about a new shopping experience.
The new logo was designed in a fresh and modern approach, with the logotype crafted to address retail visibility while keeping the equity element of the “power chord & plug”, now resembling a smile. To underline the natural synergy with the attitude positioning and to ensure a smooth identity transition, Brandient conceived the line “the new Flanco = the old one + a smile”.
The modular visual identity was consistently reinforced by design at point-of-sale & signage level and by coherent rules for all communication vectors. The new brand works equally well internally, both as a standard and as a challenge, mainly for those in first line of contact with customers.
Flanco rebranding also has a strong environmental impact through a novel and invigorating presence at shopping street level.
