From online shop to a great brand
Tiendanimal.com had a privileged position as the online leader for pet products in Spain.
But its strategy wasn’t very defined and its image was anchored online, something which prevented it from expanding into new channels. At a time when the company faced making the big lea pinto offline, they asked Baud to define their strategy.
The first step was to define a brand strategy and establish the values, positioning and proposed values for Tiendanimal, key points to creating a coherent brand and achieving the company’s goals.
New challenges, new identity/p>
The definition of this strategy was reflected in the redesign of the identity of Tiendanimal. A new image that evolved the brand towards its new expansion strategy.
THE EVOLUTION OF THE LOGO
For the wordmark, which is an evolution of the previous one, we chose a typography with rounded angles, friendly, which transmits professionality but is also approachable and friendly.
ADAPT YOUR SYMBOL
Starting from the old isotype a simplified version was worked on, much more identifiable with the sector. This evolution does away with the mouse so as not to focus the brand online and changes the claws for a footprint, that is much friendlier.
A tagline that transmits the brand’s values and defines its philosophy. A sentence that is inspired on the sympathy the brand shows to its clients and their pets. Because at Tiendanimal they understand animals and know what’s best for them and that’s why their owners feel carefree.
From now on the brand has an easily identifiable verbal identity, simple and friendly, with messages that integrate the brand, owners and their pets.
TAfter organising visuals in all the categories, we gave the brand some visual tools: layout, use of speech bubbles and other elements, specific typographies for communication pieces, gradients … An infinite visual system with which the brand can express itself at all formats, according to the needs of the moment.
From leading online to leading brick and mortar
The main challenge for the project was moving the brand’s spirit to the new shops. Spaces that should express the love of Tiendanimal for pets, the knowledge of the sector and also the professionality of the company.
An unlimited visual system to express all brand values in all supports and adapted to different environments.
The applications of branding went beyond signs or posters.
Using the iconography of the identity system by colours we can differentiate sections and make the customer experience more initiative in all channels and media.
A KEY POINT OF BUSINESS
One of the most delicate points of the project has been updating the image on the online shop, it’s main sales channel. In order to integrate the new identity and to make the online and retail experience similar we worked very closely with the client to develop a meticulous transition plan and improvements to the vital elements of ecommerce.
OVER 150 PICTOGRAMS
For the project we also developed an iconographic family with over 100 references which makes it easier to understand the wide range of products and services the brand offers: adoption, care, textiles, click&collect, grooming, food … for all animal families.
The icons, just like the logo are friendly and fun. With simple open lines, they are friendly but informative.
Defining the guidelines for the future
Each of the dozens of the brand’s applications has been archived and set out to create a simple, scalable, applicable for the internal departments and different areas of the Tiendanimal Brand.
Strengthening its growth as a Omnichannel Leader
Enhancing brand perception
Tiendanimal has an ambitious growth plan where the brand is a key point
billing (50 million €) expected in 2016 after the new strategy