On the brink of expansion into the rest of China, this Beijing-based discount retailer turned to Hong Kong’s Marc & Chantal Design to combine the brand’s existing and well-established attributes with an entirely new identity and experience. Starting with its positioning, Marc & Chantal merged Shopin’s two existing brand concepts—Best Discount and Off Price—into a single proposition with “smart companion” positioning as a no-frills destination for the value-seeking fashion-conscious. “Shopin,” which sounds similar to the English word shopping, is a play on the Chinese word for “good product.” The logo is a composite of two Chinese characters with two blue dots representing the discount % sign and the “Look Smart. Buy Smart.” tagline (in both Chinese and English) embodies the promise, benefit and the attitude of the brand.
[photo credit: Jonathan Leijonhufvud]
// From our friends at Communication Arts