The electronics chain Technopark, highly visible in its home market of Russia, was aiming for a holistic relaunch and commissioned Ippolito Fleitz Group to rework the brand’s identity as well as its corporate design and store fit-outs. For the brand core we defined Technopark as the provider of a beautiful, enjoyable and exciting life – with the right range of technology to make it happen. The design and the “electronic lifestyle” motto express these ideas concisely and memorably.

 

The crowded market in which Technopark operates often defines itself by overheated price wars. But when we approached the positioning and design for Technopark, our goal was to present a vital and clearly differentiated alternative. And so we focussed on a target group of consumers who decide not just on price, but also utility, emotion, quality and service.