The first “Aquarelle” shopping mall was opened in February 2013 in Volgograd, the second in a year in Togliatti and the third one in Pushkino, Moscow suburbs. The retail chain continues to grow and develop, so the need for effective positioning strategy, identity and guidelines became the key priority for its management.
e positioning strategy, identity and guidelines became the key priority for its management.
The strategy of "Aquarelle" is in the effective introduction of the omnichannel approach in retail and closing of all the basic needs of the customer in a single large-scale shopping mall. The created brand positioning allows to effectively develop and scale the project, preserving the basic values and unity of the brand.
New brand identity helped to unify the logo, make it more meaningful and easier in use in different types of environment, advertising, navigation, etc. All the principles of the construction and use of the logo and corporate identity have been collected in the brand guideline.