Repositioning the El Corte Ingles Stationery Department

Baud is responsible for creating an entire visual system and the department's store brand with over 800 products.

THE CHALLENGE

El Corte Inglés approached us with an ambitious project to create all the store brands and implement its stationery department under its umbrella brand "Frost."

1-Stamp

Starting out with an extensive product list, we had to build the brand from the ground up.

This involved positioning, identifying the correct target, defining the strategy to pursue and, above all, a complex brand architecture, packaging implementation and a visual system at the point of sale.

5-Frost

It was a challenge due to the large number of competitors that we came across in this line of retail and the struggle to find a truly distinctive positioning.

Frost-estuche-azul

We decided to use colours as the basis for defining the product range

We managed to create great visual impact on the shelves with our colours, overcoming the barriers set by our competitors' positioning and carving out a unique and differentiated space.

0-Frost-Colores

Frost uses striking colours to earn customer loyalty.

The product display was defined by colours and not categories to facilitate impulse purchases and sales based on aesthetic criteria.

Implementation

Launch & Recognition

Stores ECI

We worked on an implementation of the product diverged by different colors in each of the shelves, completely changing the concept of buying stationery at El Corte Ingles

tienda-3
Untitled-4
tienda-1
2-Frost
3-Frost
Arquitectura-frost-4
4-Frost-estructura-2

Some of the project's figures:

+10 Sub-brands

Since September 2013 the portfolio has grown by over 300%

+800 Packs

Over 800 packaging solutions developed

70 Stores

The new Stationery Department layout has been implemented in over 70 department stores.

1-products
1-Frost
6-Frost-Paint

¿Interesado?

Contacta con nuestro responsable de área

Carlos Corral

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