Inmedio
In the middle of your daily routine
Inmedio is the best-known brand in Lagardère Travel Retail’s Romanian portfolio — a network of more than 190 small-format convenience stores in the country’s busiest malls, galleries and hypermarkets. Once read as a press-and-magazine kiosk, the brand’s everyday reality had long since moved on. Brandient was engaged to redefine its positioning and build a communication system to match — keeping the Inmedio name and logo form, and refreshing everything around them.
Brandient repositioned Inmedio as an urban recharging solutioner — a fixed point on people’s daily city routes, the one-stop pitstop for the small, immediate needs of urban life, chosen for the speed with which it solves them in a single stop. The brand’s strongest remaining trigger — immediacy — became the center of its salience: rapid, instant, now.
The work refreshed the identity within its own equity — a simplified single-color wordmark in the signature Inmedio red, a new typeface, a branded pattern system and oversized to-go product imagery — and gave the store a voice it had lacked, through an in-store messaging framework that renames the shelves around what they do for the shopper: refresh, recharge, solved. Brandient also pointed the brand toward its next level of convenience — a loyalty app, self-checkout, and frictionless, contactless store design.
Client:
Inmedio (Lagardère Travel Retail)
Industry:
Retail and Consumer Services
Project type:
Rebranding — Brand Repositioning
Date:
2020
Services:
Brand Positioning · Brand Name, Narratives and Voice · Logo and Visual Identity Program · Communication Design · Brand Strategy and Positioning · Retail and In-store Communication Design
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