Retail apparel and fashion
New brand strategy
A new brand vision for ULANKA
75-years Spanish footwear distributor ULANKA wanted to relaunch its retail strategy while creating a new line of owned products. To support the new vision, we worked on the rebranding of its narrative and brand´s architecture, generating bespoke messages focused on creativity and the empowerment of its target.
➀ DON´T STEP BACK
With the new generations and communities pursuing a more genuine fashion lifestyle representing their own symbols and influences, we turned the ULANKA paradigm reformulating its narrative and identity and we aligned their stores with the current consumer values. Following a more comprehensive approach, the new brand architecture highlights the singularity and diversity of their audience with a powerful philosophy: “Don’t Step Back.”
➁ FROM MULTI-BRAND TO ULANKA BRAND
Using creativity as the transversal axis and tool guiding the new products and future communications, the new strategy conceives Ulanka as a more fluid and courageous brand; presenting 6 own collections associated with a particular identity that coexist with invited brands and limited capsules.
➂ EVERYTHING YOU NEED TO BE SINGULAR
Like a slogan claiming not to be afraid to be ourselves and to move forward, the new strategy promotes diversity of colour in the styling of its products, in the scenery within the store, in its communications and in its fonts.