Changing ShoppersÂ’ Perceptions

Mother Design has created a new identity for retailer Debenhams that is meant to rekindle in consumers the enjoyment of the in-person shopping experience.

Adaptive logos

Adaptive logos

Debenham’s management felt that in-store shopping had become a solitary, guilt-invoking chore for many people. To shift this perception, the new identity and marketing campaign encourage shoppers to “do a bit of Debenhams.”

Adaptive logos

“When talking about shopping, consumers told us of the real joy that they experience when exploring and trying new things in-store,” says Richard Cristofoli, the department store’s managing director of marketing and beauty. “Many lamented that shopping had lost its role in our culture and in some ways had become transactional, solitary, and trivialized … We wanted to present a rallying cry to consumers to celebrate the joy of shopping and reclaim it as the rich, experiential, and joyous expression that brings family and friends together.”

Adaptive logos

The new logo definitely has more personality that the previous all-caps wordmark. Each character in the brand’s typeface has an engaging shape: used in ads and other marketing materials, the face has a bright, intriguing personality.

Read and see more details here.

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