| Empik
2010 REBRAND 100 Winners > distinction
Industry: Retail Stores - Media - Entertainment
Component Rebrand
Country Base: Poland
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Empik is the dominant media and entertainment retailer, comprising a chain of 103 multimedia
stores in Poland and 24 stores in Ukraine, with 60 years of history in the Polish market. Empik boasts the most extensive offering of local and international titles in the market. It also offers
an impressive selection of books, recordings, films and multimedia, as well as stationery
and photo items, with its big and fast growing internet store empik.com. The Empik brand includes the following sub-brands: empik foto, empik cafe, empik art&pap, empik tickets and the empik school of languages.
Challenge - The task was to design a new logo, corporate identity system, and the complex signage system of the stores based
on the original type "Empik Pro" font family. All signs had to be in latin and ukrainian cyrylic versions. We also designed all print and promotional materials (weekly magazine “Tom Kultury” for example). The Empik visual identity and store experiences simply did not correspond with the new era of the internet and the multimedia
sources of entertainment and culture of today.
The in-store experience was also problematic. Shops were overloaded with goods, and customers often felt disorientated and tired. They described empik shops as "warehouses." The important link to historical-cultural heritage was lost and forgotten.
We had to reestablish that connection in a modern and intelligent way and adapt to the modern entertainment and culture.
Strategy - A new logotype and id system was created to give empik
simple and distinctive form, and to enhance the association with the fast, modern, digital environment.
The new logo in it’s simplicity was intended to reference the culture and entertainment world. The apostrophe - brand monogram - symbolizes the quoting of culture -- talking and explaining with words
of writers, musicians, actors, artists, and everybody connected to culture and entertainment.
We also worked to put order to the shop experience by helping devise a layout and signage system that helped visitors move around easily, and quickly find goods and products.
Result - A whole world of culture and entertainment under one roof. The new, modern and fresh brand look, along with the rejuvenated empik spirit is a precise reflection of today's culture and entertainment scene. Simple, yet sophisticated id became highly recognized in a very short period of time. The new empik is a vivid, up-to-date, customer friendly environment. For over 20 million customers, empik is a reliable guide to the most notable and trendy cultural phenomena. Some facts:
• Over 96% Poles know the empik brand
• 6 millions persons per month visit empik stores
• 1.5 million visitors per month visit empik.com
• 53% visitors visit empik salons at least once a week
• 25-30% sales growth rate (per annum) www.empik.com
Credits:
Client: empik - www.empik.com
Brand Strategists/Designers: Brand Nature Access - www.bna.pl
| |
