Overview
The main challenge was to create a brand image that was both more refined and prestigious, without distorting the fundamental economic aspect of ECO+. A visual identity had to be designed that reflected a higher perceived quality, while retaining the accessibility and simplicity that lie at the heart of ECO+'s value proposition.
Challenge
The main challenge was to create a brand image that was both more refined and prestigious, without distorting the fundamental economic aspect of ECO+. A visual identity had to be designed that reflected a higher perceived quality, while retaining the accessibility and simplicity that lie at the heart of ECO+'s value proposition.
Approach
The redesign began by clarifying the foundations of the ECO+ brand. This led to the concept of a coin for the new logo, symbolising the range of affordable products that can be purchased with just a few coins. This choice was reinforced by a distinctive colour scheme, combining ocean blue, white and golden yellow, which helped to establish a highly recognisable brand image.
This visual identity transformation was designed to give ECO+ a distinctive makeover, allowing it to stand out from the competition and shed its image of unattractive products. Accompanied by an effective marketing campaign, this redesign positions ECO+ to become a potential leader in the budget segment.
