Konfy

Shoes discounter retail chain in Republic of Moldova.

Brand Research / Brand Strategy /
Naming / Brand Identity Design

brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency

The agency's task was to create a new brand for a shoes discounter national retail network in Moldova.

Task

According to the conducted research we identified several problems on the market: population's purchasing power was very limited, the market was shrinking and prices were in decline. The market was very crowded and the competition was fierce. But the most important: people didn't seem to believe there is any good option on the market.

In this context, developing a brand that will convince customers that our client's offer has the best price/quality ration for footwear was a big challenge.

Problem

While most competitors thought that price was the only thing attracting buyers, we discovered that they had other priorities. People indeed had a rather rigid budget line defined, but that was not the only criterion - they were valuing comfort and quality a lot more than price.

Customer Insight

Based on the customer insight, we found that the best solution for our client was to become the place that's always offering the best comfort & quality for the smallest prices when it comes to footwear. In short - to become the first place to go when you're in for a good bargain. This clear positioning also gave birth to their intuitive naming & logo.

Brand Strategy Platform

Naming

Konfy

Slogan

Making style affordable

brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency

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brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency
brand strategy and corporate identity design and retailer branding for shoes discounter store chain in Republic of Moldova by TARNOVSKI branding agency