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was loss-making; the task was to make it profitable and competitive on a modern fashion market where it looked badly out of date.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 branded patterns and a distinctive utilitarian aesthetic — practical and workwear-inspired, but modern and current. The rebrand repositioned an old-fashioned, loss-making retailer as a competitive contemporary fashion offer.

In 2020 we rebranded a state ministry’s civilian clothing retail chain. The task was to unify its diverse collections into one recognizable brand and to reposition an outdated, loss-making retailer as a competitive contemporary fashion offer.
The chain had been producing civilian clothing for several years. A new step in the company’s development, and simultaneously a challenge for us, was to unify the diverse clothing collections into a single brand. Developing two store lines in different price categories, while maintaining recognizability and distinguishing them from each other under a unified naming, was a non-trivial challenge that we successfully overcame.
before
before
after
after
The clothing brand’s logo previously repeated the ministry’s own emblem. We retained the configuration of the symbol but changed the font part to a more universal one. Transparent and reflective materials are used for the volumetric execution of the symbol.
For the sign in the volumetric version, transparent
And reflective materials.
Decoration of facades of "Concept" stores in class A shopping centres
Merch of the "Concept" line
Branded pattern series
The budget line "Standard" includes elements referring to administrative forms that inspire the trust of the older generation of customers.