Briefing:
Veritas has a long history of sewing shop. Because the range lost its relevance over the years, it was completed with a new range of accessories (scarves, handbags, belts,...). But the two ‘worlds’ (sewing basics and ready to wear accessories) were too little linked to each other. Moreover, the accessory-range felt heavy competition from high street cheap accessory stores (with a high degree of me-too and low prices).
Veritas wanted to integrate both parts of the range in a natural way and recapture a unique position on the market. They opened a new concept store in the center of Bruges. The shop had to be an inspiring environment stimulating personal creativity.
Today was asked for the interior store communication. Tom Andries was commissioned by LDV United to create the logo and the brand identity.
Solution:
Today defined the building blocks of the new store identity, based on the overall Veritas visual identity and the new strategic route. The idea was to work with a creative illustration style, applied directly on the walls, and in that way stimulate local talent. The concept of ‘atelier’ was being launched: a place were creativity, fashion and craftmanship could come together. The dominant colors are black and white to position the shop younger and more trendy. The shop signalisation-system was aligned within the concept.
