11.07.11

Shopin identity and retail environment

Identity, Consumer

On the brink of expansion into the rest of China, this Beijing-based discount retailer turned to Hong Kong’s Marc & Chantal Design to combine the brand’s existing and well-established attributes with an entirely new identity and experience. Starting with its positioning, Marc & Chantal merged Shopin’s two existing brand concepts—Best Discount and Off Price—into a single proposition with “smart companion” positioning as a no-frills destination for the value-seeking fashion-conscious. “Shopin,” which sounds similar to the English word shopping, is a play on the Chinese word for “good product.” The logo is a composite of two Chinese characters with two blue dots representing the discount % sign and the “Look Smart. Buy Smart.” tagline (in both Chinese and English) embodies the promise, benefit and the attitude of the brand.

[photo credit: Jonathan Leijonhufvud]

Amy Chan, art director; Jessica Collins, writer; Mankit Kwong, Helen Huang, graphic designers; Marc Cansier, creative director; Marc Brulhart, retail design director; Interior designer: Seni Limpoon/Robert Dani, interior designers; Edith Lee/Zheng Yuan Li, project managers; Beijing Shopin Retail Development Co. Ltd., client.

www.marc-chantal.com