Here at Studio Rokit there’s a few things we like doing, one of them is creating logos and brands for clients. A recent job working closely with the great guys at The Retail Marketing Hub was creating a completely new logo and branding for the book sections in Tesco’s Ireland stores. The Book Corner at Tesco logo and branding work was great fun and put a smile on everyone’s faces. Including ours.
They say books are dead, that vinyl is dead, that films at the cinema is dead too but as we look around it’s plain to see the rhetoric doesn’t really reflect reality. Cinemas are packed with amazing films grabbing viewer’s attention like never brfore, vinyl is experiencing a huge resurgence (with some rather wonderful ideas that push the medium into new and unexpected directions) and books are everywhere.
The Retail Marketing Hub in Ireland (who we have been working closely with for some time as their design partner) came to use with a brief to reinvigorate Tesco’s tired looking book section in their Irish stores. We set out with the mission of coming up with a more fun, bright and engaging environment that was more welcoming to readers of all ages and easier to navigate and, more importantly, shop in.
To kick it all off we created the new brand ‘The Book Corner at Tesco’ to give the whole thing an identity of its own. Based on a full stop, the big black mark was used to hold a nice, warm scrip for the type. The overall effect, strong, unmissable yet approachable.
We then looked at the initial concepts for how to break down the store and bring some life to the area. More colour, more engaging, more eye catching. And from this concept, in partnership with The Retail Marketing Hub team, we developed the overall look and feel for The Book Corner at Tesco branding and implemented a pretty successful redesign of their stores.
How successful? Well, in retail the results are arguablly all that matter. In the case of the redesigned The Book Corner at Tesco branding work, the results were pretty amazing and ultimately very successful. Comparing the like for like sales before and after, the redesign brought in significant double digit sales growth and very high percentage double digit growth on dwell time in section. A sucess however you read it.
And they say the book is dead?