Rebranding Confiscate Chain Store
Industry:
Retail
Client:
A chain store offering high-quality, yet affordable clothing, shoes, and accessories
Goal:
Rebranding
Year:
2020
Intro
As of 2025, the Confiscate chain store had over 40 stores throughout Ukraine and an online store. The store’s key feature is its large selection of shoes, clothes, and accessories at affordable prices. The client came to us with three challenges.
First, offline stores did not have a unified style. While they were all yellow, the shade of yellow varied from location to location. Apart from color, no distinctive common features were present in the visual style.
Second, customers perceived Confiscate primarily as a shoe store, although the product range was very wide.
Third, the store’s customers experienced discomfort about shopping in the low-budget segment..
Stores’ look before rebranding
Key tasks
rebranding
Services:
Strategy, positioning, tone of voice, logo, identity
The task
Create a brand with meaningful values. Build brand awareness and attract a new audience. Bring the unified visual style while maintaining the recognizable yellow color and its association with the brand.
Stage # 1. Strategy
Our main enemy was the awkwardness and even shame that customers experienced when shopping in the low-budget segment.
We needed to transform those feelings into positive emotions:
# I have everything under control, I'm making a smart choice
# I decide where and how much to spend
We have developed two brand strategy concepts
1. Here you choose
2. Shopping without marketing
Concept №1
Here you choose
Typically, the opportunity to choose from various models is offered in the medium, medium-plus, and high segments. Confiscate challenges this dogma by focusing on offering customers an extensive selection of great shoes and clothes at affordable prices. Choice is a fundamental preference.
Positioning
A store with a vast assortment and choice of countless models at a low price.
Brand Message
Here you choose
The logo designed for this concept. The sign is formed from part of the letter K. All arrows of the sign point to the center, emphasizing the concept of “Here you choose.”
Concept №2
Shopping without marketing
In the high and medium segments, there is carefully thought-out marketing built on the desire to stand out, appear exceptional and fashionable.
But what if we assume that marketing is the main price markup on shoes or clothing? What if we offer customers an honest price, but without the pretension? Just plenty of quality clothes and shoes without marketing margins. Just for people.
Positioning
A store with clothes and shoes for those who do not want to overpay.
Brand Message
Shopping without marketing
The logo designed for this concept
Concept Approval
The client selected the first concept
The concept was approved, but the client requested changes to the logo. The main goal was to create a sign that would have stronger associations with the brand.
We presented 3 options, added a descriptor to the logo, and here's the result:
The client chose the first logo
Horizontal version of the logo
Visual identity
Based on the strategy, we built the visual identity of the brand
It consisted of such elements
- logo
- colours
- fonts
- graphic elements and icons
- brand guidelines – rules for how all elements interact
Below you can see all visual identity components and how they work on various media.
All posters follow 3 rules:
1. The lower part contains the logo or key message (KM). The top features graphics or KM
2. The poster is divided into 2 equal parts vertically. The upper part shows the logo in the center. The lower part displays a photo
3. The upper part contains the KM. The center features a cut object and a graphic element (optional). The bottom displays the logo
Poems
We composed more than 20 short poems to reflect the new spirit of the brand (in Ukrainian).
These poems were to be displayed on posters and broadcasted through audio systems inside stores. Here they are translated into English:
You'll find everything at Confiscate! There’s only one rule: here you choose.
At Confiscate, great prices and great looks for every family.
While stores in the shopping center offer fake discounts, here it's Black Friday every day!
Looking for a great selection and prices? Come to Confiscate! For you and your family.
I found a cool hoodie without overpayments. Here’s a tip: visit Confiscate.
Project Impact
You can see our work come to life in Confiscate stores across Ukraine.
Project Timeline
The entire project was completed in just over a month
At the beginning of the cooperation, we had clear deadlines. We needed to finish before the opening of a new store in Kyiv. We had 5 weeks for all the work, which we accomplished perfectly.
Curious about how deadlines affect project outcomes? Read our article: “Web Project Timelines: How Clients and Contractors Affect Deadlines”
