Rebranding / Visual identity
ELDORADO.UA
Full rebranding for the biggest
retailer of technics and electronics in Ukraine.
BRAND
Eldorado.ua has been operating for 15 years and has become the most famous consumer electronics chain in Ukraine with 120 stores in 57 cities. It is not only sensible, but it also cares about its customers.
CHALLENGE
Market research and customer feedback showed that their core customers are ordinary Ukrainian families. Using this information, Eldorado.ua decided to focus on products for the family. So we helped Eldorado.ua move away from simply low prices to a full-on communication platform, rebranding themselves as a brand that supports the family.
IDEA
We were struck by an idea. No matter how much our life is filled with material things, the most important things in life are not things. Those little family moments are what makes life worth living. Therefore, Eldorado does not sell appliances and gadgets, but helps create pleasant moments of family comfort. Technology and services are just a tool, a link between the desire to take care of someone, and how this is accomplished.
“Families First” is the new slogan of Eldorado.ua
“Families First” is the new slogan of Eldorado.ua
LOGO
The old logo had too many sharp corners, and its bold letters seemed to be screaming at us. This feeling was even further enhanced by the red color.
So we softened the letters and the color. And with different fonts for the brand name and the "ua" part, we created a logo-constructor that made it easy to generate sub-brands.
So we softened the letters and the color. And with different fonts for the brand name and the "ua" part, we created a logo-constructor that made it easy to generate sub-brands.
COLOR
We kept red as the main color because it differentiates Eldorado.ua from other home appliance retailers. Red was complemented by other colors to soften the sometimes “harsh” reputation of red.
ELDOFAMILY
We also updated the logo with members of the Eldo-family showing their unique character. For example, the grumpy little sister never smiles - this is how we wanted to show real family emotions.
The Eldo-family never says "buy a new crockpot” but instead "tasty breakfasts first”
The Eldo-family never says "buy a new crockpot” but instead "tasty breakfasts first”
IAMIDEA
Creative Director – Igor Finashkin
Strategy Director – Aram Simonian
Art Director – Victoria Kryvynets
Copywriter – Valeria Havryliuk
Designer – Daria Shablienko
Designer – Olga Diatlova
Account Manager – Yulia Marfych
ELDORADO
CMO – Oksana Kulikova
Head of communications – Maria Korshykova
