Flanco
A pioneer electronics retailer rebranded — its power-plug logo redrawn as a smile.
Flanco has been a pioneer in Romanian electrical and electronic goods retail and an early adopter of a modern identity in the category. In 2003 it commissioned Brandient to create its present brand.
The new identity was designed in a fresh and modern approach, with the logotype crafted to address retail visibility. The equity element of the old "power cord & plug" was retained, yet designed so as to resemble a smile. That assured a natural synergy with the attitude positioning and also ensured a smooth identity transition, by the line "the new Flanco = the old one + a smile".
As a testament to the robustness of good brands, Flanco emerged in 2010 from the ashes of its parent company’s bankruptcy, alive and kicking, as its most valuable asset. The smiling logo continues to invigorate the shopping environment.
Brandient’s relationship with Flanco extended across later chapters. An engagement around the turn of the 2010s paired a stakeholder audit with brand-platform and identity work, helping the retailer clarify what it stands for beyond its historic strengths and articulate a "good living" idea built on being both useful and pleasant — carried in a friendly, advisory voice rather than a hard-sell one.
In 2023–2024 Brandient led a full repositioning to "Flanco Smart Discounter," anchored on the conviction that a discount is most powerful when it is strategic rather than random. The work defined the positioning in a foundational "constitution" — treating Smart Discounter as a governing business commitment, not a price-promotion campaign — and developed the verbal identity, including the slogan "Specialists in discounts" and the claim of being Romania’s first Smart Discounter store. It built a complete retail-led design system — a distinctive key visual, color palette and typography — codified in a brand manual spanning retail, corporate, delivery, digital and communication applications. The rollout emphasized discipline: a flagship pilot store, a fascia-first implementation sequence, internal brand engagement, and the explicit ambition to define and lead a new "Smart Discounter" category in electronics and appliances retail.
Client:
Flanco
Industry:
Retail and Consumer Services
Project type:
Rebranding
Date:
2003
Services:
Brand Positioning
Logo and Visual Identity Program
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