Konfy
Brand strategy & Brand identity
Step Up: Crafting the Konfy Retail Brand
Our client was launching a national shoe discounter in Moldova's shrinking and crowded market. With declining purchasing power and trust in quality, differentiation was essential.
Brand Research
Our research findings uncovered that while competitors fixated only on price, consumers highly valued comfort and quality over bargains. There was opportunity as the quality-comfort affordability leader.
Brand Strategy
Konfy, meaning comfort, was strategically positioned to offer the best comfort and quality at unbeatable prices. This idea was beautifully conveyed in the sounding tagline "Making Style Affordable". Thus, the brand promised the ideal balance of fit, feel and value.
Brand Identity
Our challenge was to differentiate Konfy in a market flooded with low-cost, low-quality options. The brand name "Konfy", combined with the tagline "Making Style Affordable" became the cornerstones of our strategy, merging style, comfort, and affordability into a singular brand promise. This concise message communicated Konfy's dedication to making quality and fashion accessible, challenging the notion that affordability comes at the cost of comfort. It positioned Konfy uniquely in the market, resonating deeply with consumers and driving its success by emphasizing value beyond price.
The abstract footprint logo in this brand identity system symbolised seamless comfort in every step. Vibrant orange expressed energetic affordability, while clean grey and white conveyed simplicity and clarity.
result
Since launch, Konfy has expanded to 17+ locations by addressing the consumer insight that quality trumps price. Their research-driven brand platform resounded in the market to drive growth. This project demonstrates our insights-driven approach to developing differentiated, resonant brands. For Konfy, putting audience truths at the core was key to thriving in a declining market. Their continued success validates strategic branding power.
Project details
- Client:
- Konfy
- Project Year:
- 2019
- Country:
- Republic of Moldova
Client Industry:
Shoes discounter retail chain
Deliverables
- Brand Research
- Consumer Segmentation
- Brand Naming
- Brand Strategy
- Visual Identity
- Packaging Design
- Signage Design