OOO - OUT OF OFFICE
BRAND STRATEGY
In a remarkable journey of strategic rebranding and collaboration, M.Point and Ikono, a company initially focused on private labels for sportswear, successfully transitioned into the retail sector. This case study delves into the evolution from the project's initial conception as "Atelje Vikend," focusing on weekend outerwear, to the award-winning "OOO Clothing Store," reflecting a broader, more engaging brand identity.
The Genesis: Atelje Vikend
Atelje Vikend was the original concept for Ikono's retail venture, with a focus on outerwear designed for weekend leisure. However, during the branding workshops facilitated by M.Point, it became evident that while the initial concept had merit, there was potential for a more expansive brand scope.
Rebranding to OOO: Expanding the Horizon
The pivotal moment in the project came when the brand name was changed to "OOO," standing for "Out of Office." This strategic shift, inspired by the desire to broaden the brand's appeal, allowed for a more inclusive and versatile range of clothing. The new name also promised greater engagement potential in social media marketing, appealing to a wider audience seeking a blend of style and comfort beyond the weekend.
Crafting the OOO Brand Identity
M.Point took on the challenge of translating this redefined vision into a cohesive brand identity. The branding strategy was overhauled to align with the OOO ethos, encompassing a broader demographic while retaining the core values of quality, sustainability, and contemporary design. The brand pyramid was adjusted to reflect this change, ensuring the new identity resonated with both existing and potential customers.
Technical Precision and Creative Synergy
Alongside the rebranding, M.Point's technical expertise in store design played a crucial role. The architectural plans and specifications were tailored to embody the "Out of Office" spirit, creating an environment that transcended traditional retail spaces. This synergy between branding and design precision was instrumental in realizing the vision for the OOO Clothing Store.
The Culmination: Award-Winning OOO Clothing Store
The culmination of these efforts was the OOO Clothing Store in Koper, a masterclass in branding and design. The store not only captured the essence of the new brand identity but also stood as a symbol of successful strategic evolution, leading to its recognition with the BIG SEE Interior Design Award 2022 in the Retail category.
Conclusion
This case study illustrates the dynamic nature of brand evolution and the importance of adaptability in the retail sector. The transition from Atelje Vikend to OOO Clothing Store showcases how a focused rebranding strategy, combined with meticulous design planning, can result in a compelling, award-winning retail concept. It highlights the power of a well-executed rebranding process in capturing new markets and engaging a wider audience.
For an in-depth look at the award-winning project, visit BIG SEE Interior Design Award 2022 – Winner, Interior, Retail.