SHANGHAI, Dec. 16, 2015 /PRNewswire/ -- Shanghai-based agency Creativoo won the "Best Brand Experience" category for its work with the start-up Qkuts at the 2015 Transform Asia-Pacific Branding Awards.
Qkuts, the first kids-only hair salon chain in China, approached Creativoo when it prepared to expand both branches and range of services after opening two stores in Shanghai. Initially looking for interior drawings for a new location, Qkuts' international team was quickly convinced that branding would be a key asset for the expansion, and for coping with the challenges of the Chinese market in particular.
Client and agency identified three core outlines that determined the entire process from initial strategy to implementation: Uniqueness and strength, storytelling and consistency, as well as feasibility and scalability. Completed in April, the rebranding has already resulted in an increase of sales, becoming one of the pillars for Qkuts future growth.
"We pride ourselves on our strategic skills, and our achievement at the awards ceremony recognizes Creativoo's excellence in rebranding and brand development," said Anne Rottig, Managing Director Strategy at Creativoo.
The new branding embodies Qkuts' positioning and values: Being friendly, approachable, and playful, while offering premium services and products. Underlining international heritage and quality was not only important because safety is the dominating aspect in child-related products and services in China, but also in order to outshine local competitors that had already started to emerge. In addition, the new logo reflects the business concept including the extended range of services -- essential since the idea of a salon for kids is still new in the Chinese market.
Instead of using just one key visual, Creativoo created a fantasy world full of hand-drawn characters, animals and other motifs, and applied it to the interior design as a storytelling frame.
The interior planning also considered insights gained from previous stores. "VIP haircut areas" in the shop windows introduce the store concept to passersby, while kids can feel even more special during their visits. As most kids were accompanied by more family members than initially expected, waiting areas were improved. To make the visitor experience perfect, client and agency developed entertaining installations such as specially designed seats, play desks and interactive floor projections inspired by the characters, photo boxes, distorting mirrors, and more.
Eventually, the highly flexible interior concept based on 2-dimensional illustrations facilitates the expansion plans by saving implementation costs and time, while it also helped to gain more space in general.
The new concept turned out a big success in attracting new customers: Stores are usually fully booked, and both kids and family members experienced their visits rather as family entertainment than "going for a haircut". Kids explore the brand world with its illustrations, and enjoy interacting with it, even giving names to the characters. Highlighting the company's international heritage has led to an unexpected increase in expat customers as well, and product sales increased.
Qkuts business is developing quickly with numerous planned hubs in China, facilitated by the cost and time efficiency of the design concept. In addition, the unique, appealing store design supports the company's negotiations with real estate partners.
Ted Tao, Managing Director Creative at Creativoo: "Working in close collaboration with our clients brings out the best results, and we are delighted to have been recognized for it with a Gold award."
Transform consistently sets a stronger benchmark for work in brand development while reflecting the growing significance of brand in strategic corporate communications. The corporate brand - and its implementation, positioning and creativity - has become one of the most valuable assets a business owns.
"We are proud to host an evening where all those in the branding community can celebrate and take pride in all that they have achieved and contributed. Each brand that has been involved in this year's awards, global or local, has demonstrated outstanding creative ability and strategic thought whilst working closely and collaborating with their agencies," said Andrew Thomas, publishing editor, Transform magazine
Jac Phillips, head of brand and marketing at the Bank of Melbourne and Transform Awards judge, commented; "I was honored to be a judge in this year's Asia Pacific Transform Brand Awards. Recognizing outstanding examples of brand work around the region, achieved from effective collaboration between creative agencies and brand custodians, is not only very worthwhile bit also critically important in an increasingly cluttered communications environment. Assessing the 2015 nominations was no easy feat as the standard of entries were so high this year. Congratulations to all those who won."
About Transform
Established seven years ago in Europe, the Transform Awards has evolved into a global celebration of the indispensable talent that exists within the branding sphere. Since the launch of Transform magazine in April 2014, the global publication has led the way in reporting on those leading the way in both creative and strategic branding. With shortlisted companies from Australia, New Zealand, countries all across the continent of Asia, the 2015 Awards proved there is much to be celebrated in Asia-Pacific. To hear more from Transform, follow #TRANSAPAC
About Creativoo
Founded 2007 in Shanghai, Creativoo has grown into one of the city's leading branding agencies, offering 360 degree solutions in all design disciplines. Along the way, it still remained an independent, owner-managed agency, always dedicated to their clients and projects. For further information, please contact: info@creativoo.com
