With 65 points of sale and 350 staff, the Promofashion retail chain aims at price-conscious, modern women aged between 30 and 55, who usually have a family and children. To find a connection with the altered buying behaviour of this target audience, the collection was given a fundamental makeover. The store design was also changed and this was followed by a change of trading name and visual identity.
Today was brought in to give a visual face to the intrinsic developments to the brand. Today created a whole new brand (word & design) and developed a totally new brand strategy for the sales outlets (signage, frontages, in-store design, etc.) and communication (carrier bags, gift vouchers, web design, etc.). The new brand feel exudes warmth, energy and colour. As the focus of the changes, the new logo is particularly colourful and adventurous: a great way to get across the warm, fresh and positive image of the new brand.