i've never seen a smiling face that was not beautiful
-la balear-
In February 2011 Fernando de la Rosa (titonet) called us to put us in contact with La Balear.
Up until then we had some knowledge of La Balear’s establishments and we knew that they were selling cosmetics, hygiene and perfume products as well as chemists’ products. The shops also have a strong convenience component.
For some time, however, La Balear knew it needed to start a gradual process in its shops to specialise in perfume products, cosmetics and hygiene, with a selection covering both mass markets but especially selective buyers. The transition had to begin in new terrain: with premium brand names that are much more demanding with the distributors and because of this, with the image projected by them.
Precisely because of this titonet got into contact with slow: we have to work on a new image for La Balear and turn it into one of these shops where the selective brand names want to be. And all of this starting with the opening of a new shop situated in Badalona. This shop will be spearheading the new position in the market.
Values
Our work begins with an exploration of the values of the La Balear brand name, to re-work these values, build and update the brand name’s potential and above all to make it attractive, special and interesting.
La Balear was in essence a corner, neighbourhood shop, and its strong point was the relationship with its clients. Based on these values, our aim is to give the brand name warmth and modernity (in the sense of understanding the present moment) while raising the level (keeping what is necessary in order not to exclude, as well as to be credible in this new stage).
Image and concept
We began to work on the logo and a palette of colours for this aspect. Our proposal was based on 3 fundamental elements: organic, feminine and Mediterranean.
The logo has a graphic application in petroleum blue, the new corporative colour, and the rest of the colour palette has been selected. But in addition it has a real application that explains the origin of the form: the drop of cologne, cream, foam, nail polish... We worked on the real application in photographs with Roger Casas.
The conceptual work continues in parallel and new questions are arising: what do we offer that others don’t offer? In addition to the values, we should contribute in an appropriate way to the concept of beauty. Based on this, several phrases arise, related to the importance of attitude and happiness as direct causes of beauty.
First, the brand names
The new stage of the brand would make no sense without a series of references of the select names that would back La Balear. To this end, the work in preparing the presentation of these other brand names and in the support material for their exhibition is rigorous.
Convincing these select brand names is a necessary basic step.
Online
The work involved in giving the La Balear brand consistency in its new position, continues with the online aspect. The web page is being reformulated with an image more in accordance with the rest of the design and in the near future a site with more content will be established.
The shop
All of the work on image and concept goes hand in hand with the work on the shop in Badalona. In addition to the necessary applications of the image, we are working with 02 on an interior for the shop that is warm, pleasant and austere. A demanding environment for the creation of a positive experience for lifelong clients, and for the select brand names.
The shop will open on the 2nd of May 2011.
All kinds of graphic work has been done for the opening: from the vinyl in the glass display cases to gift wrapping paper, including the signposting, shop decoration, the overall shopping experience, print, and uniforms (in collaboration with Cristina Gutierrez), among other pieces.
