About State ministry retail chain

This is a large civilian clothing retail chain, present in every major city in its country and often with several stores per city. The chain belongs to a state ministry and was loss-making; the task was to make it profitable and competitive on a modern fashion market where it looked badly out of date. Wave built a full sub-brand architecture: a souvenir line, an everyday clothing line spanning mass-market and budget segments, and a premium line. Each sub-brand got its own brand platform and identity — distinct styling, typography and color — united by one shared logo, so the lines could appear together in a single store or stand alone in a single-line boutique. For the two clothing lines Wave also designed concept stores and pop-ups. Deliverables ran from garment labels, tags and paper bags to display stands, in-store equipment, façades and the fit-out of existing and new stores, plus a distinctive utilitarian aesthetic — practical and workwear-inspired, but modern and current. The branded pattern series is built from angular line drawings of technical silhouettes and utilitarian shapes; it comes in grey and warm taupe versions and runs across jacket linings, paper bags, merch and store interiors, and its shapes also appear as raised 3D forms in store displays. The rebrand repositioned an old-fashioned, loss-making retailer as a competitive contemporary fashion offer.

Pada 2020 kami melakukan rebranding jaringan ritel pakaian sipil milik sebuah kementerian negara. Tugasnya adalah menyatukan koleksi yang beragam ke dalam satu merek yang mudah dikenali dan memosisikan ulang peritel yang usang dan merugi menjadi tawaran fesyen modern yang kompetitif.
Jaringan ini telah memproduksi pakaian sipil selama beberapa tahun. Langkah baru dalam perkembangan perusahaan, sekaligus tantangan bagi kami, adalah menyatukan koleksi pakaian yang beragam ke dalam satu merek. Mengembangkan dua lini toko dengan kategori harga berbeda — tetap mudah dikenali, namun jelas berbeda satu sama lain di bawah satu nama — adalah tantangan yang tidak sederhana, dan berhasil kami atasi.
Concept store entrance with a video wall above the doors and clothing rails on both sides
Untuk tanda versi tiga dimensi digunakan material transparan
dan reflektif.
Desain fasad toko lini "Concept" di pusat perbelanjaan kelas A
Concept store facade in a shopping mall with an illuminated sign above the glazed entranceConcept store frontage in a class A shopping mall with a spring–summer window graphic
Merchandise lini "Concept"
Concept line merch: printed T-shirts and a tote bag
Seri pola merek
Branded pattern: grey line drawing built from technical silhouettes and utilitarian shapesBranded pattern: interlocking angular line drawing in warm taupeJacket with a lining printed in the branded taupe line patternPaper shopping bag printed with the branded taupe line patternShapes from the branded pattern rendered as raised white 3D formsConcept store interior with a central display tableStaff-only door graphic “personal only” in the Concept line stylePoster announcing the presentation of a new collectionWayfinding graphic “Centre” with the store’s coordinatesGarment neck label in the Standard line style
Lini ekonomis "Standard" memuat elemen yang merujuk pada formulir administratif, yang membangkitkan kepercayaan pembeli generasi yang lebih tua.
Price tags in the Standard line styleStandard line display stands with folded clothingPop-up store in a shipping container with a glazed entranceStore interior with long clothing rails and a new-collection wall graphicStreet-level store facade at night with an illuminated sign and window graphicsIn-store wall with a collection poster and womenswear wayfinding