Lumers are the corporate heroes of the Antoshka brand.
Target:
Developing the corporate heroes of the Antoshka brand - Lumerov - into an independent marketing tool for promoting the Antoshka chain of stores.
Prerequisites:
As of March 2018, corporate characters were used solely as part of the Antoshka chain's brand identity. There was no personalization of the characters, no clear legend, or history. There was no action plan for their development.
Solution:
The decision was made to develop a new character concept and promote them as an ID tied to the Antoshka brand. The characters were repositioned, with the eventual goal of developing the ID into a standalone franchise.
Work completed:
•Market analysis •Analysis of consumer and customer audiences. Audience management •Development of a new concept and character legend •Creation of tools for implementing character characters •Creation of instructions for using character characters in communications and retail •Development of an ID implementation strategy •Development of a marketing plan •Development of employee materials