Shopin

Branding and retail environment for Shopin

Shopin is a highly successful discount retail chain in Beijing with an e-commerce, plus bricks and mortar, business model. With a fast-growing business, the management realised that the foundation of their brand needed to be realigned to support the opportunities of expansion ahead of them. We helped build a solid base for the future growth of the brand.

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The challenge

We faced multiple challenges at the start of the project. Although well-known and established, the brand had negative associations to cheap, discounted, off-season products. Also, the brand architecture was confusing, with two separate brands that were in danger of cannibalising each other, rather than adding to the core strategy of the brand.

Our Approach

First, we advised the merging of the two existing brands, Best Discounts and Off Price, into one singular brand. Second, we reset the parameters of the brand in order to appeal to a more sophisticated audience. Our concept was to move the brand from ‘Cheap Buying’ to ‘Smart Buying’.

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The brand had to be bold, approachable and smart. Therefore, we aimed to design a friendly and playful visual identity. The logo uses the first two Chinese characters of the name, meaning “good product”, together with the dots of a % symbol, hinting at the discount value.

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We created a tagline, LOOK SMART. BUY SMART., that embodies the rejuvenation of the brand and was used intensively in the promotion of the brand, particularly on radio.

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Our scope included environmental graphics, wayfinding and in-store communication material, such as directory, posters, totems, shop map and more. Our work even extended to exterior signage on the facade.

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The visual identity applications were compiled into a comprehensive set of guidelines, and included staff uniform, name cards, name tags, shopping bags and more.

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Another set of design guidelines was developed for further implementation of the shop design, including zoning strategy, display system, shelving and furniture.