"The WOMO project is particularly stimulating because it fully expresses how men today relate to grooming as well as demonstrating how retail has become a point of contact of the first order in the mass brands of personal care and grooming products.
WOMO, a rounded name that is perfectly balanced even in the strategic use of lettering, is the synthesis of the male universe that dedicates more time to personal care in a more complete way: grooming products, accessories, fragrances, practical line-extensions to take advantage of it also while travelling and then - perhaps a bit more risky or perhaps an off-brand?! - even with some merchandising product such as a gym bag.
The retail and product branding are both essential by means of clean lines, practical in the intuitive simplicity of the messages, masculine, combining the sensations of wood with those of metal and lastly, involving without ever being invasive, for example with the attentive use of the high and low surfaces, stimulating the interaction with the brand and the staff that represents it in the store.
I find the project absolutely timely for the market and quite well planned but the ability it has of involving the target by means of an experience that is constantly renewed in the store will be decisive, maintaining strong the values of the brand.
Shall we meet in several months’ time?"
Elena Sacco has built her career through Advertising, Branding, Design and Integrated Campaign Management. She has been a consultant at the international level with clients such as, P & G, Barilla, Azimut Yachts, Marazzi Group, Nestle, Jacuzzi, Sky TV, Danone, Wella, Atkinsons, Microsoft, HP, among others. She was part of Publicis Group, Landor Associates, then Head of Client Services & Business Director at Wunderman and Head of Communication in the Boscolo Group.
Today, as Sacco Studio, she is a consultant on branding, marketing and communication, generating business development through the levers of Marketing and Communications for companies such as the City of Milan, Bellavita, Coopsette, Scuolazoo and others.
Elena works with the Istituto Europeo di Design as Scientific Coordinator of the Management School and directs the two International Master in Brand Management and Communication, now in the 7th edition.