Fashion2Customer needed to unite several Scandinavian clothing brands in one single multi-brand store and they called upon ViewPoint to help them do so.
“So we were set a widespread task – to create both a common strategy and a total brand visual identification system down to the smallest details. The Store image should have reflected its Scandinavian origin of represented brands, be modern, young and European and so it could be clearly identified by Russian consumers.”
The target audience of the store is young, advanced, full-hearted people who are in the know of all fashion events and who often say “Yes, I know”. It is just where the name “Yes, I now” came from. English words constituting it helps make brand international and borderless, on the one hand, and at the same time remain intelligible for those who do not speak English in general.
