Bricocenter is Italy’s classic DIY store, part of the French group ADEO. It aims to become a reference point in prevention, repair and maintenance for the home and garden with a proximity strategy: medium-sized stores in city centres as well as large stores on the outskirts.
A well-defined Brand strategy and visual language that can be immediately interpreted allow Bricocenter to interact with its interlocutors on
both an emotional and rational level.
We supported Bricocenter in the planning of the new shop on Via Pellegrio Rossi in Milan, in order to express the Brand promise through the media tool that is most important to retailers, the store itself.
In order to convey the idea of proximity, the new Bricocenter visual identity was designed with people in mind, not the tool, problem or solution, reversing the typical DIY centre perspective. Empathy, spontaneity and simplicity were the guiding values, conveyed through hand-drawn pictograms arranged at different angles on the surfaces and including clearly legible and rounded type and circular shapes that embrace text and images.
The logotype was redesigned, working specifically on the details so as not to completely change it. The letters were slightly separated to make it less cramped. Some angles were rounded off to reduce the overall rigidness and the overlapping of the ‘C’ and ‘O’ with the word ‘center’ was made airier and less mechanic.
Above the previously logo, below the redesigned new one.
The Bricocenter brand logo has an overlapping between the ‘CO’ and the word ‘center’. We started from this characteristic element and used it throughout the brand language as a recurring graphic element. A series of pictograms were created to accompany the communication and signs. The pictograms were hand-drawn to increase the feeling of spontaneity in the visual language. We have displayed the neighbourhood name on the front of the hop to reinforce the sense of belonging.
Pictograms suggest the shop category from the entrance. On the right side, the name of the neighbour testimony the closeness and the sense of belonging.
Pictograms are designed in a very spontaneous style
The in-store Service Desks, where customers have direct contact with staff, have been redeveloped. They have been designed to stand out from the context and therefore be immediately visible and recognisable so that clients can find it even when the shop is crowded. The check-outs and space after the check-outs were designed ad-hoc with a simple and coherent language and incorporate both the routes around the store and the service centres dedicated exclusively to clients: counters for packaging and cutting the purchased goods, a relaxation zone with chairs, catering services, telephone charging points as well as notice boards and blackboards for holding courses and free activities.
The shop departments are defined by a sober and spontaneous language which takes advantage of the vertical surfaces above the shelves to combine the functions of decoration and signing. This makes the upper part of the shop coherent and light, with a minimal solution that reduces the visual confusion often created in such contexts.
Before our design intervention, superabundance and confusion were prevailing in the departments.
All communication of prices and offers has been overhauled, from the typeface to the format itself, in order to be more immediate, more legible and customer-friendly. The layout and colouring is now coherent from the smallest price tag to the most prominent offer, meaning that the price, one of the most relevant pieces of information for clients, is now clearly and immediately on display.