| Title | AL MARKET IDENTITY |
| Brand | AZERSUN |
| Product/Service | DISCOUNTER SUPERMARKETS CHAIN |
| Category |
B01. LOGO DESIGN |
|
Entrant Company
|
TOMATDESIGN Moscow, RUSSIA
|
|
Advertising Agency
|
TOMATDESIGN Moscow, RUSSIA
|
Credits
| Andrey Tarakanov |
Tomatdesign |
Creative Director |
| Farhad Kuchkarov |
Tomatdesign |
Copywriter |
| Anna Plyaskova |
Tomatdesign |
Account Director |
| Maksim Arbuzov |
Tomatdesign |
Designer |
| Sergey Galtsev |
Tomatdesign |
Designer |
| Anton Krivulya |
Tomatdesign |
Designer |
| Dmitriy Rybalkin |
Tomatdesign |
Designer |
| Marina Vlasova |
Tomatdesign |
Designer |
Brief Explanation
The challenge was to create a strong identity, considering highly competitve but not so professional environment. We had to show people how must appropriate hard discounter look like
The Brief
Al Market is a new hard discounter stores chain in Azerbaijan. Creating a logo, we had to clearly demonstrate the low price policy as well as keep in mind local insights, and make the whole identity look a little bit higher, close to middle class.
How the final design was conceived
We used the best symbol of low prices as a logo, where the first part "AL" means "buy, take" and the second part can be replaced by a message or image to create endless messages and creating a live and direct communication with customers throughout all brand touchpoints
Indication of how successful the outcome was in the market
The idea was so clear, and had perfect communication potential, that even competitors started to copy it. The brand awareness is very high form the very first weeks of launch.