A new hard discounter chain is opening in Azerbaijan market. Tomatdesign team was invited to develop logo and identity for the project. From the very beginning of the works, we were asked to develop a brand that could directly refer to the hard discounter segment as well as consider the local consumer insights and mentality.
As project director Sukru Aydemir mentioned, people in Azerbaijan want low prices, but don’t want the stores say that consumer has low income. They better would go to a supermarket and buy more expensive but less. That’s why we were asked not to make traditional hard discounter identity, as everyone does. Client wanted to create a brand with a soul, brand which could make standards in that segment. The project is one of the first hard discounter chains in Azerbaijan, so they wanted to show all the non-professional retailers what is the properly organized retail chain.
One of the tasks also was to create a strong identity system, that could be able to compete with probable intrusion of the world’s leading chains, like Carrefour, Migros, Aldi, Dia and others. Visual communications also had to be easily adapted to private label packaging, which share is planned to be up to 80% in Al Market.
We used a symbol of percent as a logo – it is simple and it was enough to show the hard discounter essence. All other communications are designed out-of-cluster. We developed an interactive scheme of communication between logo and consumer. Interactivity was inspired by the name. AL in Azerbaijani language means “buy”. So, when we change the word “market” to another word, phrase or image, we have wide range of messages: “Buy apples”, “Buy the fresh products” etc., and it works throughout all channels of communications – identity, advertisement, private label packaging