MARK FORMELLE company have been producing clothes for home, life and sport more than 20 years. The products are presented in 170 branded stores in four countries.
Our task was to develop a big idea of positioning, correcting the current positioning, reworking the brand platform on the basis of a new idea of positioning and creating an actual identity.
The first stage of work was the creation of the brand platform. The basic positioning area is - every day on the bright side. Contrary to all beliefs the morning begins not with a cup of coffee, but with a choice of clothes. It is this that make the tone for the all day and mood. Boring and grey is not about us. We are bright and different, so with Mark Formelle every day will be on the bright side. Mark Formelle is a clothing that creates the mood of the day. So we came to the slogan: the mood of your day.
A wide palette of colorful strokes, stains and fillings became a stylistic element of the identity. All elements are bright objects, as if just created by the artist's hand. Elements can be freely moved and scaled. So the uncountable quantity of variable design decisions for any carriers of corporate style is created. They are the best reflection of the emotional and dynamic image of the brand and help to form a "live" brand communication. Despite the variety of elements, the brand image remains integral, recognizable and aesthetically attractive.
As a result – fresh recognizable style, which settled in the shops of Mark Formelle, and the new positioning has led to the creation of new capsule collections, reflecting the mood of future and good feedback.