The assignment came as a result of an in-depth discussion with the client about the future of the brand and the changes that have been happening in the industry in recent years, about the rules of the brand and the specifics of its implementation in different environments (both digital and physical), about the diversification of the business and who reads books nowadays.

We structured a longer-term project in several phases. At the beginning, we set out to define the strategic framework of the brand to clarify how we wanted it to be perceived by consumers. We conducted a detailed nationally representative marketing study to understand what the attitudes towards Orange were at that moment and how the chain of bookstores and gift shops was perceived by the different target audiences. We came across extremely interesting findings and consumer insights.

Based on this information, we began a strategic discussion with the client about the directions for the development of the entire business. We also worked on updating the brand in terms of color and graphics and creating rules for its implementation. We developed several style guide directions, which included image and tactical for each product category.

The story with Orange Center continues and becomes more and more interesting…