Two years ago, one of the most iconic - especially for those who had children in the 2000s - Polish brands decided to make a profound change in its visual culture and branding. The brand, which has been on the market for more than 20 years, with its 240 stores in Poland and 200 abroad, needed a turnaround to compete in the crowded e-commerce market, also facing a collapse in sales in eastern markets due to the conflict.
Year
2023
Scope
→ Brand concept
→ Brand design
→ Character design
→ Copywriting
→ Corporate identity
→ Creative direction
→ Print design
→ Social media
→ Merchandise design
→ Sound branding
→ Animation schemes
Key to the idea is revitalization of the crocodile character, until now hidden in the signet. The main motif of the stripes is the result of a search for a symbolic line of water from which the little brand hero could emerge.
The character has been designed to convey emotions with changing eyes and a distinctive narrative, which could be heard both in traditional media such as cinema and radio, as well as in the brand's own channels such as hotlines and daily communications with e-commerce customers.
The stripes motif, runs through various media and mediums: from tags to posters to animation on LED screens. The motif, on the one hand, unifies the appearance of materials across all channels, on the other hand, it provides an opportunity for color codification of a product liii or campaign. Basing the brand's color scheme and layout on multicolor sets further codifies the industry itself: children's clothing.
The scope of the change also included the creation of campaigns, art direction of photo shoots and look book materials. The social media feed, particularly the brand's instagram channel, also underwent a gradual transformation
In three months after the launch of the new image, 98,000 new customers joined the loyalty program, cocodrillo.eu e-commerce gained 72,000 new customers, and sales of just one jacket model promoted by the brand's hero on radio and social media increased by +25%.
Creative Direction & Copywriting:
Łukasz Słotwiński
Creative Direction & Design:
Adrian Spóz
Layout & Typography:
Jarosław Dziubek
Initial sketches:
Łukasz Słotwiński
Urban Godlewski
Motion Design:
Maria Demianiuk
Bartosz Szadurski
Music:
Szymon Wysocki
Photography:
Łukasz Murgrabia
CDRL Studio:
Emilia Miklaszewska
Agata Zielińska
Eliza Mitin
Szymon Kowalczak
Slilver KTR 2024 - Brand Identity Systems
Year
2023
Scope
→ Brand concept
→ Brand design
→ Character design
→ Copywriting
→ Corporate identity
→ Creative direction
→ Print design
→ Social media
→ Merchandise design
→ Sound branding
→ Animation schemes
Two years ago, one of the most iconic - especially for those who had children in the 2000s - Polish brands decided to make a profound change in its visual culture and branding. The brand, which has been on the market for more than 20 years, with its 240 stores in Poland and 200 abroad, needed a turnaround to compete in the crowded e-commerce market, also facing a collapse in sales in eastern markets due to the conflict.
Key to the idea is revitalization of the crocodile character, until now hidden in the signet. The main motif of the stripes is the result of a search for a symbolic line of water from which the little brand hero could emerge.
The character has been designed to convey emotions with changing eyes and a distinctive narrative, which could be heard both in traditional media such as cinema and radio, as well as in the brand's own channels such as hotlines and daily communications with e-commerce customers.
The stripes motif, runs through various media and mediums: from tags to posters to animation on LED screens. The motif, on the one hand, unifies the appearance of materials across all channels, on the other hand, it provides an opportunity for color codification of a product liii or campaign. Basing the brand's color scheme and layout on multicolor sets further codifies the industry itself: children's clothing.
The scope of the change also included the creation of campaigns, art direction of photo shoots and look book materials. The social media feed, particularly the brand's instagram channel, also underwent a gradual transformation
In three months after the launch of the new image, 98,000 new customers joined the loyalty program, cocodrillo.eu e-commerce gained 72,000 new customers, and sales of just one jacket model promoted by the brand's hero on radio and social media increased by +25%.
Creative Direction & Copywriting:
Łukasz Słotwiński
Creative Direction & Design:
Adrian Spóz
Layout & Typography:
Jarosław Dziubek
Initial sketches:
Łukasz Słotwiński
Urban Godlewski
Motion Design:
Maria Demianiuk
Bartosz Szadurski
Music:
Szymon Wysocki
Photography:
Łukasz Murgrabia
CDRL Studio:
Emilia Miklaszewska
Agata Zielińska
Eliza Mitin
Szymon Kowalczak
Slilver KTR 2024 - Brand Identity Systems
