BRAND PRESENTATION
Not many Retail Brands have achieved world class status. It is still an exclusive Club......Chanel, Dior, Tiffany, Burberry, Apple, Zara, Ralph Lauren, Selfridges, Bloomingdales, Bon Marche, La Rinascente, Harrods, Net A Porter - are some of the few.
CORE LOGO
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Developing a core graphic to encapsulate the Brand is the key output of the Brand Design stage. Its a circular process. The graphic has to work as a Logo on a Store Facia,or in the On Line Store as well as in multiple communications media. And it has to encapsulate the core personality of the Brand.The goal is instant recognition by and approval of the target market.
THE STORE THEATRE
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Customers must be able to understand the Store and the Retail Brand - its Visual Presentation, its physical location, its power and its leadership. The Brand must translate its personality in store, creating theatre, energy and a must come to destination. Interior and Exterior design, the public realm, Space Management, Music and lighting are all critical elements in presenting the Offer and the Customer brand shopping experience.
ON LINE STORE
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The On Line Store must work seamlessly in visual terms and deliver the same shopping experience. It also has to deliver the same customer service capability. The Visual system faces its biggest challenge in translation to the small screen and mobile use. Each page has to sustain excitement and interest - beware those boring product catalogue pages!
PRODUCT
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In the Internet world, the opportunity to grow retail brands has never been greater. The emergence of Power Brands - especially in Fashion, Home and Lifestyle has been the dominant feature of consumer banding for the past few years. It's a major opportunity for retailers - On or Off Line - but the products must deliver on the Brand promise and visual packaging must be an integral part of the Brand's visual system. This includes In Store Way Finding, Wrapping and Shopping Bags and all forms of Brand Graphic communications.