Econika

A stylish fashion concept aimed at the mid-market 

Econika is the largest fashion shoe chain in Russia with over 112 stores and a
further 3 in Kazakhstan.

Founded in 1992, Econika was one of the first specialised Russian shoe chains. Its original look of bright blue and yellow had served it well in contrast to the grey soviet style shops on the high street at the time. However, as consumers became more sophisticated, there was a need for a more stylish and fashionable concept. The objective was to make Econika stand out from the competition and increase brand recognition and loyalty.

We defined and illustrated differentiated brand values to provide a strategic basis for a new design concept aimed at a broad mid-market audience. Based on this strategic work, we created a completely a new identity and store design for the chain using a distinctive beige and chocolate colour spectrum.

Smart and elegant, aspirational yet accessible, the brand communicates taste and style, providing a high quality environment for fashionable, trendsetting footwear.

Detailed brand guidelines were developed to ensure consistency and easy adoption of the programme across the chain including franchises. This covered design applications for the new identity, store design, merchandising, graphics, packaging, uniforms, point-of-sale, loyalty programmes, electronic gift cards and brand collateral.

The $4.5 million re-branding and roll out programme for new and existing stores has been highly successful and has increased Econika’s dominance of the market.

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