How to be 'iu'...

octobre 2014
How to be 'iu'...
How to be 'iu'...
How to be 'iu'...
How to be 'iu'...
How to be 'iu'...
How to be 'iu'...
Description

Equiform was the name of a well-established parapharmaceutical chain in Belgium. After some years the brand had become obsolete and no longer corresponded to the services and products it offered.

Hoet&Hoet helped the client define its vision, mission and values in order to develop a brand that is in tune with itself: a brand with ‘better-being’. The name ‘Equiform’ no longer reflected this philosophy and the strength of the group. Hoet&Hoet set up brainstorming sessions with the client in order to find a new brand name that is aligned with this way of thinking.

‘iU’ (pronounced ‘you’) was created because it is directed to everyone, with a different product and advice for every particular need, and because the customer is always at the centre. Hoet&Hoet played on the strength of simplicity and gave new meaning to the brand with a short name, a soothing color and round enveloping typography. The same concept was then translated in-store, with the help of various professionals, through careful and detailed work in materials, lighting and navigation. The goal was to make customers comfortable in a friendly environment with simple and clear navigation that allows them to choose if they wish to be guided or left free to shop.

This mutual partnership of different professionals was reflected in a new identity with high recognition that stands out thanks to its uniqueness. Like you.

How to be 'iu'...

octobre 2014
strategy
Naming
Branding
identity
brand identity guidelines
retail design
strategy
Naming
Branding
identity
brand identity guidelines
retail design
Description

Equiform was the name of a well-established parapharmaceutical chain in Belgium. After some years the brand had become obsolete and no longer corresponded to the services and products it offered.

Hoet&Hoet helped the client define its vision, mission and values in order to develop a brand that is in tune with itself: a brand with ‘better-being’. The name ‘Equiform’ no longer reflected this philosophy and the strength of the group. Hoet&Hoet set up brainstorming sessions with the client in order to find a new brand name that is aligned with this way of thinking.

‘iU’ (pronounced ‘you’) was created because it is directed to everyone, with a different product and advice for every particular need, and because the customer is always at the centre. Hoet&Hoet played on the strength of simplicity and gave new meaning to the brand with a short name, a soothing color and round enveloping typography. The same concept was then translated in-store, with the help of various professionals, through careful and detailed work in materials, lighting and navigation. The goal was to make customers comfortable in a friendly environment with simple and clear navigation that allows them to choose if they wish to be guided or left free to shop.

This mutual partnership of different professionals was reflected in a new identity with high recognition that stands out thanks to its uniqueness. Like you.

Détails de la réalisation
work
Client
iU (former Equiform)
place
Localisation
Bruxelles
business
Secteur du client
Vente au détail
people
Audience
Business to Consumer
public
Portée géographique
National
settings
Services proposés
Branding, Graphisme
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