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Konfiskat

Strategy, verbal and visual identity

Client

Chain of shoes, clothes and accessories stores for the whole family

Task

Create a brand and fill it with meaning. Build brand awareness and reach new audiences. Prior to this, stores opened without a single style and could differ significantly from each other.

Developed in 40 days

Input data

Several elements of the brand, at the request of the client, must remain unchanged.
1. Name "Confiscate"
2. Descriptor "warehouse store"
3. Yellow color

The visual identity should emphasize the past positioning "warehouse-shop"

The problem was also that the store's customers associated the confiscation only with shoes, and there is a huge selection of clothes, bags and accessories for the whole family.

Beginning of work

If you want to increase demand, limit access

After our first meeting in one of the capital's stores, I found out that there is a little more than a month to update the brand. The opening of two new stores with new branding was already planned for the end of November

Lines for goods, the inability to buy the same product in different stores, the inability to buy online - this is a scarcity strategy. It works, but dictates a certain tone of voice to the brand.

There was not much time, so I immediately got to work:

Introduce a strategist and copywriter

having received an advance payment =)

Conduct a zoom call with the client and all participants in the process

After the conversation, within a week, we formed answers to questions

Impudent. Bold. Frank. Youth

Our main enemy is embarrassment and shame. Gotta tame him

There is a feeling of awkwardness, a certain sense of guilt or shame for having to buy in the low-budget segment.
We want to work with awkwardness by turning it into another emotion:
► I have everything under control
► I'm a good guy, I pull everything
► I myself choose where and on what and how much I spend

Our Flaws

Our advantages

Insights of TA

Barriers for TA

Why are they buying it?

At what price?

Who are we selling to?

What are we selling?

We have developed two brand strategy concepts

Here you choose
Shopping without marketing

We have developed two brand strategy concepts

Here you choose

Shopping without marketing

Concept #1

Often the opportunity to choose a variety of models is provided to people in the medium, medium plus, high segments. The confiscator refutes this dogma and is guided by the desire to give a person just a lot of cool shoes and clothes. Choice - product advantage

Positioning

A store with a huge assortment, the ability to choose from a million models of your own, at a low price.

Brand message

Here you choose

Logo

style-forming elements

Concept #2

In the high and medium segments, there is carefully thought out marketing, where it is based on the desire to stand out, to be different from everyone else, the desire to appear super cool, exceptional and fashionable.

But what if we assume that marketing is the main margin on the cost of a pair of shoes or clothes. What if we prefer to give people a fair price, but no show-offs. Just a lot of normal clothes and shoes without marketing extra charges. Just for people.

Positioning

Shop with clothes and shoes for those who do not want to overpay.

Brand message

Shopping without marketing

Logo

“

We choose the first concept, but we want to see a different sign in the logo

— Client

Finalization of the concept

We started developing the first concept. The client asked for more associations with the warehouse in the visual component and to replace the sign in the logo, while retaining the arrow.

What can not be found in the Confiscation!
There is only one rule: here you choose.

Confiscation has great prices
and a look for the whole family.

in the shopping center all the discounts are bullshit, here is Black Friday every day!

Looking for a cool choice and price? Go to Confiscation! For you and your family.

More than 20 short poems were also written to reflect the brand's new spirit. These rhymes can be found on posters and will also be played in stores through the audio system.

Working with the sign in the logo