In the autumn of 2021, Bread Branding Company began working with the Familia brand to create a new platform. The marketing team of Familia decided to restore the Brand's audience. Accordingly, the Brand should also become fashionable and modern- relevant for a today’s buyer.
We have turned the concept , that we developed into a concise and calm corporate identity, filled with air and space. At the next stages of works we created the main attributes of the brand: we developed the concept of the site, recommendations on photo style and the basics of intonation of brand communications in social networks.
Until recently, we recall that Familia -They were brands that were free from prices. It was precisely this price moment that I wanted to omit , so that the Brand would not be perceived so utilitarianly. And the most important advantage - discounts - is transferred to the second floor of communication. So, we developed a new formula, presenting Familia as a modern habit of a person who takes good care of himself, his home and the comfort in it. The new platform sounds like this: Familia is your fashion habit.
In the spring campaign, colleagues decided to hold off on the new development, and just removed the old wording for now. But the main advertising message that we launched along with the campaign is far from being only and not so much about prices and discounts. As was suggested, we have moved this to the second plan. On the first plan there was a simple and understandable emotion, contained in a short phrase "Hello, spring!" That says it all: hello sun!; hello mood!; hello newbees! All of this perfectly echoes the renewal of the brand itself. The campaign came out bright and memorable. About 400 stores, 20 cities, more than 150 different surfaces and formats from banners on the internet to digital structures 100 meters long.