A task:
Developing a new brand identity and retail concept
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A team of Fabula Branding and Nikoengineering launched the rebranding of EGO-ART chain of jewelry stores in record time. Fabula Branding was in charge of repositioning and developing a new brand identity. The retail concept and the architectural solution based on the new style were created by Nikoengineering.

One of the main advantages of EGO-ART that distinguishes it from other jewelry chains is its own production facility that manufactures limited edition products. Therefore, the product range can be quickly updated and adapted to the customers’ tastes and market trends. While working on the new image of the chain, we wanted to emphasize this individual approach to each item and customer.

Our global task was to modernize the brand and show its correspondence to the values and desires of the audience. The new brand character is based on the following keywords: stylish, modern, positive, reliable, and understandable.

The elegant logo determines visual constants of the identity. The guideline developed by us regulates the use of corporate style and sets out the tone of communication. The main colours of the palette are pastel, mild, and reserved. At the same time, a mandatory photo style tool is unusual compositions. For example, to demonstrate premium jewelry items we use extraordinary mirror play. A mirror is a strong symbol associated with the name of the brand and its new character. This approach helps put the unique items into spotlight and draw attention to them.

The first stage of rebranding was the transformation of visual channels of communication – the website and corporate profiles in social networks. The retain concept focusing on the visual contact between a visitor and the products and convenient purchase process was implemented quickly. The first briefing with the customer took place in December 2017, and the first three stores with new design were opened in May 2018. As a result of this comprehensive project the customer received new identity, guidelines, and a set of technical documents allowing it to scale the chain up quickly and within budget limits.