Sofàs 50% is the brand of the Galerías Group dedicated to the sale of sofas and armchairs that are leftover stock from Galerías stores from previous seasons or display models. The concept is clear: they sell the sofas at 50% of the original price. However, the store was seen as a place for cheap, low-quality sofas and did not attract the right target audience. Good product, good location, good price...poor positioning.
IMAGE MAKEOVER · Restyling
The first step is to conduct a brand study: to see how it is positioned, what values it represents, and what would be the ideal positioning and values. This transforms it from a stock store into the Outlet Store of the Galerías Group (until then the public did not know this). The Brand Guidelines convey this idea graphically: it shows what it is, how it is constructed, and how the brand is applied. Without excessively changing its visual characteristics, only adjusting and improving the current graphic aspects, we manage to make it more attractive and equally recognizable.
COMMUNICATION CAMPAIGN · New Positioning
The new graphic focuses on the core values we want to communicate about the brand under the concept of "we give you 50% off the sofa you purchase." This shifts the consumer's mindset from the old perspective of "they are low-priced stock sofas." We reinforce this concept with the copy "you pay half for the sofa, and we gift you the other half," and with the Grupo Galerías brand so that the customer identifies that they are buying Galerías quality at half price. Additionally, the visual of the entire graphic always consists of half of the background in white and the other half in red: suggestion and reinforcement of the concept.
SIGNAGE · New look of the store
One of the main problems of the store was that the public perceived it as "a shabby place": visually, it was not attractive. It had been decided to give it a low-cost (and "shabby") approach; therefore, not all the potential it could offer was being exploited. The main objective has been to create an attractive, minimalist, sober, elegant, and simple visual identity. Expanding the dimensions of the graphic brand and introducing the new corporate slogan "Outlet Store" quickly increases sales, and the strategy becomes a success.
