Hipermercado Ceramico – or HMC – is a retail specialized in the commercialization of national coatings in the Peruvian market; It also offers other product lines such as bathroom furniture, taps, mirrors, etc. It is a Cassinelli brand and has coverage in the main cities of the country with more than 20 stores.
The last two years have represented an era of change for this very traditional brand, from rethinking the store layout to digitizing the store. In the middle of this process, Vedoble Estudio was responsible for the redesign of the visual identity and creation of the graphic system that served as the basis for the different touchpoints. Likewise, together with Kensal Ingeniería & Arquitectura they designed the visual merchandising of the store.
The challenge was great because, on the one hand, it was necessary to transform the brand from its foundations keeping the logo intact, and on the other, to make a clear difference with its mother brand Cassinelli. The process began by defining the brand personality that responded to the desired positioning and the motivations of the target. The typographic logo underwent certain improvements to further delineate each letter and make it unique.
A complete identity system was developed that includes a color palette, fonts, frames, iconography, numbers and other graphic elements, which allow the development of the different pieces that the brand requires, from a post on social networks to store prices. The new branding was applied to the visual merchandising and the signage system for physical stores, intervening in the customer experience by transforming key spaces such as the sales counter, office, cash register and parking. Likewise, the break room was designed, a unique space for customer interaction with the products. The signage system included different types of signage, from directional to decorative, each fulfilling a key role within the in-store experience.
The first store that intervened was the store located in San Martín de Porres. We invite you to meet her and enjoy this new experience.
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