Uses for guys. We have turned anonymous e-shop v Lovebrand
There is fierce competition among e-shops, and stores selling similar or even identical products are no exception. This is also one of the reasons why Adrop.cz urgently needed a rebranding. So now you can read how we designed a brand new brand. We will not forget the experience of this trip.
How did it all start?
Luboš and Rosťa wrote to us that they are changing. They were helped to change the brand by the guys from Lovebrand and that's always a signal that it's going to be something big. Adrop.cz is an e-shop with experiences. At the time, it was similar to the larger players in the Allegria market or, perhaps, an indirect competition — the giant Slevomat. Great players that are hard to compete with and especially to grow. Adrop.cz has existed for X years and was built from scratch by its founder and boss Rosťa Peníšek. From Liberec, where they are based, they want to do big things, but so far it has been tough.
Problems of Adrop
As soon as someone starts offering a bomb in the small market of companies for experiences in the Czech Republic — for example, a ride in a Tesla — the competition starts offering the same thing from the same provider. It's hard to differentiate. Hence the second big problem. People often buy an experience on Adrop, but in retrospect they cannot say that they bought the experience on Adrop. The brand is memorable. Customers don't come back and look all over again the next time they make a purchase.
At Adrop.cz, they suspected that they would not win this David vs. Goliath battle, at least not with the setup at the time.
Lovebrand, brand consultants
- our friends
At REMEMBERSHIP_, we believe that narrowly specialized teams are the future. We do not want to build large fullservice agencies and we do not want to cooperate with them too much either. We have already tried it many times. We are building micro-teams. These are narrowly specialized teams that can say NO and it's a priority for them to do what they do best. They're not trying to chase cashflow by doing whatever comes to their inbox. They are small partnerships that know that when they come together they can do great things. That is why we are very happy to work with the guys from Lovebrand. Honza and Matez are brand consultants and experts at the research they use to inform their decisions. We have worked together on dozens of brands and we are grateful that they reach out to us and entrust us with the strategies they have set to bring them to life and help them communicate. It was no different with Adrop. Adrop.cz worked with the guys from Lovebrand to position their brand, how to differentiate itself from the competition through the tonality of the brand and other important things. Everything was supported by researches of both Adrop customers and the market in general. By analyzing in detail, they got to the path on which they decided to invite us.
Lovebrand
Discussion with customers helped us understand how people relate to gifts and experiences, and we also found a space where the brand can define itself. We then translated the findings into the definition of the brand as well as the tonality of communication.
Adrop.cz will focus on experiences for guys — specialization for the selected segment, narrowing the targeting and a clear goal. Adrop.cz thus becomes the market leader in experiential gifts for men. And these are not just phrases. Adrop already has most of the adrenaline experiences at that time, where it takes great courage and indulgence in speed, mud or free falls.
Proposed procedure
As soon as someone starts offering a bomb in the small market of companies for experiences in the Czech Republic — for example, a ride in a Tesla — the competition starts offering the same thing from the same provider. It's hard to differentiate. Hence the second big problem. People often buy an experience on Adrop, but in retrospect they cannot say that they bought the experience on Adrop. The brand is memorable. Customers don't come back and look all over again the next time they make a purchase.
We received an output from Lovebrand, a detailed brand strategy and arranged an Introductory Workshop with the Adrop team. We must support the change that Adrop.cz plans to make with a new logo and visuals that will send clear signals.
The workshop attended by the wider Adrop team was very intense. We agreed to work as one team from now on and match expectations. With the Jobs, Pains & Gains method, we have mapped what Adrop does, what pains it has and what benefits. There are often big challenges in the problems. We delve again into the most pressing problems of this e-shop with experiences — competition, similar offer, memorability compared to the competition, which has higher advertising budgets, repeated purchase. At the end of the workshop, we put together a Focus Question — a client's need that we will address. Yes, we are supposed to design a new logo and visual style, but the most important thing for us is to really help and contribute to solving these problems. Design is far from just about drawing, it's about finding ways.
After the workshop, you need to thoroughly immerse yourself in everything that was said on it. Concentrate as much as possible on finding possible answers set out by Focus Questions. At this point in the process, designers deal with every leaflet or opinion that is heard in the workshop. They are looking for a solution that fits everyone on the team. After several hours of thinking and searching for the right path (and a few turns in dead ends) and bringing together different groups of leaflets, we suggested a direction that can solve the problems raised. We focus on the main biases of material gifts vs. experiences. It is said that on your deathbed you remember what you experienced, not what you bought or what you surrounded yourself with. We want to send a clear message -- the experience is better than the thing. Plus, it's no secret that guys don't mature much, they stay a bit little guys for life. We want them to have emotions, experiences.
We wonder what experiences actually are and if they can be materialized or drawn somehow. If there's a graphical shortcut. We panic and find that something so visceral will be hard to depict simply. We went through hundreds of videos of action experiences, examined TopGear, videos of crazy skydives, reminisced about our experiences. What do we do ourselves when we experience something intense, what does it look like when a person experiences something that happens to him? All these things have one thing in common. Emotions are on the inside, but the basic human trait and response to them is to get it out of yourself, shout it out, enjoy it, shout WOW or just stay staring with your mouth open. That might be it. That's how people experience emotions, actually that's pretty clear - like a slap.
No visuals, no icons, no drawings. But Ah and O - basic human expressions of emotion. Let's go for it.
Ah, people scream when they are excited, more or less, either outwardly or keeping it to themselves, but something is clouding with them. Emotions for O are often wonder, admiration, also relief, respite. Snort.
Managing Director, ADROP.CZ
At the first outputs, it was immediately felt that the guys put their soul into it, and the whole team immediately unanimously approved one of the proposals. This design gave us a distinctive and really memorable hallmark of our brand in the form of the emotions that our customers experience during their experiences - OOOO and AAH. Then our joint work went quickly by hand.
We are getting closer to the result
At the meeting there was a lively discussion over draft concepts and the whole team unanimously rejected the other directions we had prepared as a backup. The concept of Á and O clearly fulfills our Focus Questions and we also agreed that it perfectly describes the experience as a gift. Everyone is excited and surprised by the concept at the same time. In addition, we received a blessing from the authors of the brand strategy — the guys from Lovebrand, with whom we consulted the concept before the meeting with the client team. But questions also come up. “Aren't these screamed ads a bit of a relic already? Isn't that exhausted already? “sounds. We have a clear answer to this: yes it is used. Maybe in radio commercials and more often.
But no one had the courage to put it directly on the label. And in that we want to be different. Ah and O will be ADROP, no seasonal or one-off campaign — these emotions will represent the entire brand. And that's what's best for all of us.
We left Liberec feeling well done and working together. Happy and at the same time committed to the work that awaits us. It is time to transform the ideas and concept into a functional and unified visual style that will help ADROP become more memorable and expressive in the campaign. In short, useful gifts for guys.
We are in front of the goal
The distinctive visuals of the two letters are complemented by smudges that illustrate the dynamics and underline the distinctive message. The smudges complement the logo, which we also designed in the very distinctive typography of Axiforma. After 406 hours of work and 9 months, on January 22, 2018, a new Adrop.cz was born, an e-shop was launched and everything got out. Be sure to check out the e-shop, based on the creative concept it was designed by Vojta Kotous, a skillful web designer.
#friendsnotclients
In addition to the new design of the application, we have prepared a strategy for launchand communication with existing users, for which we have prepared a special website. We also gave the brand a new creative concept, visual style and a new logo.
It happened more than once that our #friendsnotclients talked about our work as a perfect website (that is, only the last one), an example is the name of the article about our process by Martin Brablec. But such a site is preceded by a concept from which we subsequently build everything (and Martin will tell you this even from his sleep). These are the key visuals that ADROP will have as a decoration in the new offices.
A big role in the “experience world” is played by the voucher that he receives as a gift from the buyer. It is an intangible extra gift that you will not choose until later. With Adrop we had a clear goal so that even receiving such a voucher would be at least a bit of an experience. And so we have designed two types of special vouchers, respectively, the packaging in which you will receive the voucher.
Managing Director, ADROP.CZ
At Adrop, it has always drawn us to experiences for men. Previously, we had the ambition to reach as wide a market as possible, but we realised that a narrower focus would allow us to focus on finding new, no-holds-barred experiences for men. In addition, we would struggle headlong with the competition.
Team: Lovebrand (Matez Jindra and Honza Páv), Vojta Kotous, Team Adrop
Design innovation for global insurtech players
Product designing with 30bn CZK
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We have cleared obstacles for loving users
