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Pur Pur Pretty in purple
For four years, MARTA Holdings, one of Russia’s biggest
retail organisations, had developed a nationwide chain of
fashion accessories stores under franchise from the Italian
brand, Colours & Beauty.
retail organisations, had developed a nationwide chain of
fashion accessories stores under franchise from the Italian
brand, Colours & Beauty.
Having built up an extremely successful production and distribution network, they made the laudable business decision that they could increase growth and profit by dropping the franchise and continuing to trade under a new national brand. So the idea for Pur Pur was born.
We came up with a classic fashion identity for the chain. The name, branding and interiors had to be about fashion, fun, and affordable, glamorous dressing-up. They also needed to feel very international. The identity had to be versatile enough to cope with different range and product stories and with different sub-brands selling to different customer segments.
The final design uses seasonal trend-led imagery to keep the stores feeling fresh and interesting and to encourage return visits. Inside, ranges are merchandised together and flagged with very clear imagery styles and coding.
The first Pur Pur was refurbished in Moscow
at the end of November 2006. Stores are being refurbished nationwide early this year and the
new brand is being launched with full media
and PR activity.
The first Pur Pur was refurbished in Moscow
at the end of November 2006. Stores are being refurbished nationwide early this year and the
new brand is being launched with full media
and PR activity.
