New image, new store, Desigual is reinventing itself

Barcelona – A few days ago, Desigual presented its new brand image and
new visual identity at its headquarters in Barcelona. The Spanish company
unveiled its new spring-summer 2020 collection on Barceloneta beach during
a show filled with special effects, music, and lights. The launch of this
new brand identity is part of the transformation plan that Desigual
launched in 2015: “We are building a new Desigual and we are doing so
thanks to the efforts of each member of this fabulous team,” says Guillem
Gallego, Desigual’s Marketing Director.

The new identity includes a new logo with the brand name “Desigual”
written in reverse (a mirrored image), almost incomprehensible when looked
at normally but making perfect sense in selfie mode.

In its advertising campaign “Forward is Boring” Desigual presented its
new identity, particularly on social networks in order to reach new
audiences. This step is the result of a process that has also led to the
redefinition of the Desigual product, which is evolving towards more urban
and versatile clothing with new models that also incorporate 11 percent
ecological fabrics.

Objective: to seduce a younger audience

Together with the launch of its new brand identity, Desigual also meets its
objective of reconnecting with consumers and reaching a younger audience,
aware of new consumer trends and current requirements. Guillem Gallego is
at the core of this change project. “We want to broaden our audience and
integrate new generations. This implies better knowledge of their needs and
a different purchasing experience, regardless of the channel and
location.”

New concept store

The implementation process, which will be consolidated throughout 2020,
begins with the change of the logo on all brand communication platforms and
the redesign of its website. It will also be applied to corners and stores
of Desigual. A new concept store will open its first unit in Barcelona this
month, offering a new shopping experience based on a customer journey
within the store. A place, in short, closer to a showroom than a
traditional retail store.

Photos: Courtesy of Desigual