Eldorado

During economic crises, consumer behavior changes and the focus shifts towards the economy segment. As a result, this price category acquires a high potential for growth and development. In Russia, the economy segment in the Electronics and Household Appliances category has not yet been mastered by strong players. Therefore, it is possible to take a significant market share in a short period of time.

When rebranding the Eldorado electronics store chain, the main tasks were: a clear separation of positioning from competitors and minimizing the cost of opening stores.

The corporate identity was based on the active use of the lightning element. This sign characterizes the entire category of electronics and symbolizes many concepts: charging, loading, electrical impulse and energy. In addition to the main colors of the brand — red and black — we added bright green.

The rebranding supported the general trend of global brands towards simplification and minimalism. A natural step in this direction is the rejection of the "socket" in the logo and the introduction of the "lightning" symbol in the "E" letter. This decision is logical and corresponds to the new generation of digital and household appliances: wireless technologies instead of wired ones, electric charge instead of an outdated socket. It also made it possible to combine the sign and the first letter of the name into a logo and get a bright symbol that works both in the micro (mobile app icon) and macro scale (supergraphics on the walls).

The corporate identity is based on the active use of the lightning element. This sign perfectly characterizes the entire field of electronics as a whole, it symbolizes many important concepts for the category at once: charging, loading, electrical impulse, charge, energy. Such a sign perfectly corresponds to the segment in which Eldorado operates (economy segment, hard discounter, active price communication). The symbol has great potential - it can be used as a pattern, an extra-large performance as a super-graphic or a corporate communication plate.

The main colors of the brand are the usual red and black. In addition to them, an energetic bright green was added. It distinguishes the brand from all competitors in the household appliances and electronics market, and is also perceived by the audience as digital. Plus, this shade is well suited for information about discounts and promotions.

To strengthen the omnichannel brand, interaction between the online and offline store, we combined and separated into one functional block the zone of cash desks, online orders and lending, which became a single Customer Service Center. Highlighting the digital priority zone with the help of color, hanging frieze and increasing the contrast of lighting contributes to the product category.

The new space of the store has turned into a soft discounter format, which is based on functionality, clear zoning, concise navigation and room design. We were able to increase the overview of the entire store, because at the entrance, the buyer needs no more than 80 microseconds to perceive the space and understand that he will find everything he needs here.