Introduction: The project launched to meet the needs of a full scale e Katsohis Home. Market and Audience: The store located in Larissa, Greece. The city itself hosts some 200.000 inhabitants, but its market serves a wider prefecture with an estimated population of 350.000. This number is expanded through the e-shop of the brand, hosted under www.katsochis.gr. Among them, the target group of the project focused upon an age group ranging from 25 to 60 years old, mainly married women.

Project Brief and Tasks: The owners identified that the brand went significantly out-of-fashion and recognised the need for a full scale rebranding project in order to re-enter into the market with a refreshed, dynamic image.

Key Strategic Decisions: Our branding strategy focused on two key decisions: the design of a new logotype and the set-up of a dynamic corporate ID. These decisions should then be followed by a consistent wide range of physical and digital applications, as long as an introductory marketing campaign in order to achieve the strategic goal: present the new image of the brand in a way tempting to new clients, while securing the longtime faithful ones.

Design Process Discussions: Willing to fulfil the need for a totally refreshed visual communication we decided to simultaneously move upon two axes: a typographical and a chromatic one. As a result we designed a brand new logo: an elegant and clear monogram, followed by the brand name, both designed with the same special serif typeface, while ‘’home’’ imitates a handmade signature. We then expanded this icon in order to design the corporate ID applications. This was the stage that yellow emerged to reinforce the visual communication of the brand with a friendly warmth. Throughout the steps of the process our magnetic heading was a strong visual message of trust and family comfort.

Deliverables: Concluding the rebranding project, Cursor Design Studio delivered a new logotype, an extremely wide range of corporate identity applications, packaging design for both in-shop and at-home courier deliveries, store signage, e-shop design and a series of visual content items to be used in social media communication campaigns.

Results of Work: According to testimonies and metrics in hand, brand’s recognition skyrocketed, safeguarding all existing clientele. The period followed by the introduction marketing campaign sails went way ahead. More than that, the visual communication outcome of the project resulted an absolutely happy store owner and a proud design team.