In other words, a complete rebranding was in order.
The retail chain Promo Fashion, with 65 points of sale and a workforce of 350 employees, had built up a specific but loyal clientele of mostly price-conscious women between the ages of 30 and 55.
However, at a certain point, the buying behaviour of these customers had altered so radically that a fundamental change of course was needed.
It was time for a new shop concept and a makeover for the collections. In other words, a complete rebranding was in order.
Today was given the task of developing a complete new brand identity geared towards the new shop concept. This meant not only creating the new name and logo, but also developing a total identity concept to be applied across the board, from facades to signage and shopping bags, to the website.
The Bel&Bo shop concept offers a dynamic new impulse with a very wide and accessible range of fashions. Visually, this is clearly expressed in the bright, multicolour-striped logo.
The shop and identity have now been brought into optimal balance, creating a brand image that's warm, playful and exciting.