GALAMART: HACKING THE LANGUAGE OF HARD DISCOUNTERS
| Title | GALAMART: HACKING THE LANGUAGE OF HARD DISCOUNTERS |
| Brand | GALAMART |
| Product/Service | HARD DISCOUNTER RETAILER |
| Category |
A02. Rebrand / Refresh of an existing Brand |
|
Entrant
|
DEPOT BRANDING AGENCY Moscow, RUSSIA
|
|
Idea Creation
|
DEPOT BRANDING AGENCY Moscow, RUSSIA
|
Credits
| Alexey Fadeev |
Depot WPF |
Creative Director |
| Anastasiya Tretyakova |
Depot WPF |
Creative Director |
| Fara Kuchkarov |
Depot WPF |
Strategic director |
| Nikita Ivanov |
Depot WPF |
Designer |
| Anna Bolshakova |
Depot WPF |
Designer |
| Tatyana Mikolaevskaya |
Depot WPF |
Designer |
| Raushan Sultanov |
Depot WPF |
Designer |
| Vladimir Bolshakov |
Depot WPF |
Designer |
| Daria Ivanova |
Depot WPF |
Designer |
| Irina Zavtoni |
Depot WPF |
Account Manager |
Background
• Situation: Financial Recession became a driver for popularity of hard discounters and fixed-price stores in Russia and also created an ultimate competition in the category.
• Brief: our client came up with a need to make strong, relevant identity for store chains.
• Objectives: to underline unique propositions - non-stop crazy sales, unbelievable prices and very fast changing assortment and also to keep brand character which is famous for its hype, guerilla marketing, and rule breaking activities.
• Budget: the integration budget was limited by franchise needs, so we needed hype and lots of UGC and easy creation of any media inside the store.
• Project scale and volume: pilot stores are opening in Moscow with total expansion to more than 200 stores across Russia and CIS countries.
Describe the creative idea
• Brand relevance: our idea was to "hack" all retailers who use handmade communications as well as to resist those who use accurate and boring brand-books, to create unique but native language for hard discounters and to become the first chain to make a system from chaos - 100% brand relevance.
• Target audience (consumer demographic/individuals/organizations): the idea is clear for many groups of TA, including pensioners, students, workers, shopoholics, sale-hunters, trend-hunters.
Describe the execution
The brandbook consists of only 2 parts - the color and the type, which is helvetica. The rule is - no rule, you can distort, stretch, multiply the letters, use any effects, everything that is normally restricted in many brandbooks. The combination of color and "non-professional" use of typography makes strong identity.
The color is prevailing element as well as stretched and resized words, that create a picture.
As we do not restrict any play with typography, it must be clear and good looking almost on any surface and material.
The effects applied on the type actually is strongly linked with message, especially in ads. When we say "the lowest prices" we squiz the words, when we want to create the feeling of rush and limited offer we stretch or multiply words. We just break the rules using typography in "non-professional" and unusual way to show our rebel soul.
List the results
• Value added to brand: new audiences attracted, strong differentiation and high visibility inside malls, stronger franchise opportunities created, non-stop UGC, flexible and comfortable tool for dynamic in-house designs.
• Value for consumer: at last the character is supported by relevant identity, which significantly increases the loyalty, clearer navigation, messages and communications in-store.
• Reach/cultural impact: we made "ugly" style trendy and beautiful and let small retailers not to be shy to live without expensive brandbooks.
• Sales: increase of initial interest and first visits, increase in traffic of younger audiences, increase in franchise applications, fast scalable and faster opening of the stores by franchisees.
• Other KPIs: easier integration of new product categories not present before, for example devices and TVs