Flanco Smart Discounter
A complex rebranding project aimed at supporting a full-scale business transformation for Romania's 3rd largest electronics & IT retailer.
In 2023, amid signs of declining SOM (Share of Market), TOM (Top of Mind), overall brand equity, and internal culture, Flanco’s top management took decisive action. They mandated Brandient to provide consulting, design, and narrative services aimed at pivoting the Flanco business and brand toward a consumer-relevant, competitively distinctive, and internally sustainable direction, with the goal of driving SOM growth.
The first major decision Brandient made was to position Flanco as a game-changer in retail by becoming the First Smart Discounter in Romania. A positioning that instilled a new business model and inspired fresh meaning and tactics across the entire organization, creating and owning a new (and on-the-rise) market category by cleverly placing "Flanco Smart Discounter" prominently on the store fascias within a powerful visual territory.
Everything else followed suit:
- Rebranding and redesigning the entire set of brand manifestations, including
- corporate (from stationery and business cards to PR kits and the reception desk),
- retail (from store fascia, security gates, wall decor, and hero product displays to price labels, bags, and every other retail detail, including fiscal receipts),
- digital (e-commerce website, social media, app, etc.),
- delivery (truck fleet branding, uniforms, packaging, even tape), and
- communication (from internal communication to external communication, including in-store, sales catalog, OOH, TV graphics, radio, online, etc.).
- Reshaping the organizational culture to help the Flanco team embrace the business transformation and engage with the new brand by defining the new corporate culture and narratives within the “Discounts Laboratory” conceptual framework. The “Discounts Laboratory” concept was applied throughout the employee journey, including
- Flanco Headquarters Office design,
- employee kits,
- brand engagement sessions at multiple organizational levels, and
- internal communication and recruitment ads.
The initial plan was to create a pilot store and rebrand 4–6 stores in the first year.
However, the overwhelming market feedback was so positive, with all stakeholders (both internal and external) embracing the new Flanco Smart Discounter with enthusiasm, that the top management had no choice but to accelerate the rebranding deployment, reaching ten country-wide rebranded stores in just 6 months.
Client:
Flanco
Industry:
Retail
Project type:
Rebranding
Date:
2023–2024
Services:
Brand Audit, Brand Positioning, Brand Narratives and Voice, Logo Design and Visual Platform, Corporate Identity Program, Digital Design, Packaging Design, Branded Environment (Office Concept Design), Creative Communication Design, EVP and Employee Brand Engagement, Brand Guidelines
The key success factors in this project were a particularly open and straightforward client-consultant relationship, a fast-decision-making top management and a thoroughly disciplined client team in implementing the solutions.
Communication
Office branding and decoration
Brand engagement sessions
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