The chosen brand name «Chizhik» is based on the previously approved color scheme, in which the central colors are black and yellow.
Ilia Yakubson, director of the hard discount project adds: «This word is positive, and once we heard this word for the first time, we realized that it would give us what we need – a positive emotion».
«The key feature of these characters is their talkativeness, that’s why the second most important style-forming is a bubble, which appears every time when chizh is willing to tell us something important about the brand», - narrates Semyon Shatylo, an art director of our agency.
A separate quality mark in the style was a «basket-like», which reflects the high quality of goods and clear principles of its control.
Anastasia Tretyakova, managing creative director of Depot, told that the agency’s team was inspired by the current concept of «less is more» while creating the store’s brand-slogan. Depot has suggested the slogan «more of the necessary, less of the superfluous».
For «Chizhik», it is extremely important to always be in touch, therefore the site has a feedback form and a link to a chatbot, through which the customers can leave responses, ask questions or send suggestions to improve the store.
One can also log in into the chatbot by using the QR-code placed in the trading floor.
The retail area of the first stores is about 250 sq. m. The range includes about 800 items that are most in demand among customers. The emphasis of the new format is based on their own brands. In the target model their share will be 60%. The STM will be introduced gradually. The first batches of private labels will appear in Chizhik in February 2021, and their share will grow up to 30% by the end of the year.