How Strategy, brand hierarchy
Boozt Group is the corporate entity under which both customer facing brands – Boozt and Booztlet – appear. Both of them had been operating without a longterm strategic direction, so finding a brand purpose that could ring true for each them was essential. Not least for the customers to differentiate them more easily. Workshops were held, ideas discussed and eventually the two parallel processes landed a new purpose for Boozt and Booztlet.
As a company whose vision is to be the leading responsible digital department store, having a purpose adds lots of value, even for the staff and when recruiting new staff. The brand platform for each brand was used to initiate the work on visual identity and later: communication. When a more clear hierarchy was established, it was also easy to create a logo system for the entire corporation.
Even the internal department consisting of app and web devs, called Platform within the company, got a facelift for the many systems and software they have developed for finance, service, fulfilment and marketing.