Familia fashion stores RU
Branding
A fashion retailer in the Russia. Brand identity, merchandising and POS brand communications.
What we did for Familia
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 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.
As a result of working on the Familia project, we successfully developed:-
A new brand identification, with a more fashionable flair
A comprehensive brand toolkit and collateral
Interior solutions on “Podium area” allowing to feature latest arrivals
The graphic communications style for each of the levels of communication; navigation, information and promotion, aligned with the new refined identity.
Proposals for the full signage package from the fascia sign through to POS.
New website look and feel coupled with online store changed the outlook
Background
Founded in 2000, Familia now is a strong and dynamic company, with more than 340 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.
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 really mean it.
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.
