Rede Ola Design & Branding REDE OLÁ BRAND EXPERIENCE by Ana Couto Branding Rio De Janeiro

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REDE OLÁ BRAND EXPERIENCE

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Brazil
Agency Ana Couto Branding Rio De Janeiro
Creative Director Danilo Cid
Designer Claudia Niemeyer, Guilherme Malfitano, Eduardo Moura
Released December 2010

Credits & Description

Category: Permanent Retail
Advertiser: REDE OLÁ
Product/Service: CONVENIENCE STORE
Agency: ANA COUTO BRANDING & DESIGN
Date of First Appearance: Dec 11 2010
Entrant Company: ANA COUTO BRANDING & DESIGN, Rio de Janeiro, BRAZIL
Chief Executive Officer: Ana Couto (Ana Couto Branding & Design)
Creative Director: Danilo Cid (Ana Couto Branding & Design)
Design Director: Filipe Ozelin (Ana Couto Branding & Design)
Branding Director: Christophe Schwarzberg (Ana Couto Branding & Design)
Branding Director: Natascha Brasil (Ana Couto Branding & Design)
Designer: Claudia Niemeyer (Ana Couto Branding & Design)
Experience Designer: Bruna Pollini (Ana Couto Branding & Design)
Executive Account: Ana Carolina Seiler (Ana Couto Branding & Design)
Designer: Guilherme Malfitano (Ana Couto Branding & Design)
Designer: Eduardo Moura (Ana Couto Branding & Design)
Production: Ibrahin Salim (Ana Couto Branding & Design)
Production: Flavio Souza (Ana Couto Branding & Design)
Media placement: Ambience launching - Resende, Rio de Janeiro - 11 December, 2011

Describe the brief from the client
The Rede Ola made a commitment to break into the category of roadside convenience stores in Brazil. The client wanted to keep the name (which in Portuguese means “hello), but they needed a new concept, positioning, brand and experience for the chain. This was a chance to create a unique consumer experience, different from all other roadside stopovers.

Describe the challenges and key objectives
Our challenge was to elaborate a surprising proposal through the Brand and create an atmosphere, to combine with the latest in installations, technology and service standards for travellers and truck drivers. To revamp a simple stopping point into a meeting point.

Describe how you arrived at the final design
The design of the brand came from the idea of an ambigram (graphical representation of a word that can be read back-to-front with the same appearance). It suggests the back and forth of road trips. Through a consumer journey, analysing all the brand’s points of contact (on the road, in the gas station and in the store), we built a relevant value proposal for people who look for service and comfort in one place. The new brand reflects this new moment and acquires uniqueness, proximity and differentiation.

Give some indication of how successful the outcome was in the market
A modern, attractive and safe environment has completely altered perception of the service. And what was a “stop for lack of choice” has become a “choice stop”.