The challenge of updating a pioneering brand

Inves is the technological brand of El Corte Inglés, a pioneering manufacturing company that has introduced electronics in a large part of Spanish homes since 1986.

Our challenge has been to reposition and update a traditional brand with an identity deeply rooted in the consumer's mind, originally designed by Cruz Novillo.

Our challenge in this project has been to rejuvenate the Inves brand, adapting it to a constantly changing environment and an increasingly younger target.

We focus on users, what interests them, how they experience technology, and we define a new, more modern, fresh and direct brand universe that, thanks to the triangle, preserves the original values ​​of the company.

In a brand where the display is one of the main points of contact, we had to carry the new identity to the last piece in order to communicate our repositioning. Therefore, we have applied the new image to all media, much closer to the codes of the sector.