Founded in 1957, Esselunga attracts a large target audience focusing on the quality of their products, relatability and customer care. The EsserBella perfumery chain which was established in 2002, has 40 stores located within the highly respected Esselunga supermarket stores and within its e-commerce channel.
With the growing interest in beauty and beauty services from all audiences, Esselunga wished to take the opportunity to expand the EsserBella brand independently. In doing so, the brand aimed to change the brand perception, moving from ‘traditional’ to ‘modern traditional’, from fearful to fearless. EsserBella also aimed to radiate professionalism and customer centricity, thus allowing customers to discover personal wellbeing through actions, attention and care.
HMKM were invited to transform EsserBella’s interior and brand identity to appeal to a wider audience, encouraging younger shoppers with a ‘fresher and younger’ aesthetic. Simultaneously, EsserBella sought to move away from the feminine associations currently coupled with the brand, whilst still retaining customer loyalty.
Bold decisions have been made to create a more gender-neutral brand identity, the main one being a transition to the single letters of ‘eb’ allowing EsserBella to tap into new markets with high growth potential. The new concept preserves the brands character whilst embracing evolution. For launch, on entering the store the transition to eb is emulated in a graphic animation where ‘EsserBella’ morphs into the new icon.
The bold use of large single letters, strong chic patterns and a neutral colour palette create a brand experience that is fresh, modern, elegant and inclusive. HMKM’s sister agency Interbrand Milan defined the rules of how eb ‘speaks’ and interacts with its customers, in order to convey the brand’s personality and values in a unique and strongly customized experience. Defining how eb communicates across all touchpoints – from the beauty experts, to the communication materials - in order to transmit the brand’s sense of care.
Working hand in glove with the brand and graphic team, HMKM’s interior architects completed a full rebrand of the store concept. The new concept retains the attributes customers know and love (convenience, simplicity and elegance). At the same time, the stores layers in a new level of experience and engagement. This allows customers to interact with products, services and brands in a far more connected way.
Connect, interact and engage are also key themes that have been integrated into the concept. These themes have created a place to get great advice and be in the know; explore and discover the hottest trends; get the perfect makeover and to feel fully indulged. Innovative features such as the eb beauty studio provides services from nail bars through to full beauty makeovers, brow bars and blow outs; in-store workshops are supported with online content; and social media helps build rapport with the customer and blend with the community.
Emma McHugh (Creative Director of HMKM) “We have created a holistic solution for eb across multiple touch points. This carries through to the smaller details such as collateral for the store and name tags for employees. The new brand identity and interior concept of ‘Your beauty studio’ work seamlessly together to create a non-gender specific space. This moves the brand into a new territory not just for today but tomorrow. It was great to work with a client who had the appetite to make this bold move.
To convey the brand’s values externally all employees must be engaged by sharing the purpose of the brand and creating a common culture. Interbrand Milan carefully defined the way in which eb communicates and interacts with the public from the relationship between the beauty experts and customers to the communication materials. An important part of the project was to define the principles of Tone of Voice to create a consistent experience across all touch points.
Roberto Selva, Chief Marketing & Customer Office, Gruppo Esselunga “This concept is the innovation of the model we had before, enriched with high added value contents. Today services are an essential requirement they are an added value that creates loyalty and differentiation".
Location: Milan, Italy Completed: 2019
What we did: Brand Identity Graphic Design Digital animation Interior Design Wayfinding