UPLIFT THE IMAGE AND CUSTOMER EXPERIENCE OF AN ICONIC BRAND TO ATTRACT A YOUNGER AUDIENCE.
Client : Yearcon, China
Company/Agency: Landor
Team: Céline Le Grand, Anouk Sylvestre, Si Liu
My role: Brand environment Designer
Expertises:
BRAND STRATEGY
BRAND IDENTITY
RETAIL EXPERIENCE
SPACE DESIGN
ROLL OUT & IMPLEMENTATION
Context
YEARCON is one of the main shoe producer and distributor in China is more than 6,000 stores across the country. Facing growing competition, the brand needed to review its brand strategy to reinforce its ambition and to reach younger and more sophisticated audience, while preserving its authenticity and know-how.
To affirm their retail development, we supported YEARCON in defining a new brand positioning. The new visual identity and store experience have been developed to reinvent the consumer experience and to engage consumers thanks to new touchpoints and brand signatures. We developed the brand identity and the retail concept to be rolled out across the country in thousands of stores.
