Image Storefront
Image Window Signage
Image Checkout counter
Image Racks have pre-cut slits for perfect spacing between hangers
Image Ring-hanger for scarves
Image Accessories shelf
Image Mid-store "window" display
Image "Dad lounge"
Image Wooden hangers with engraved logo
Image In-store display table
Image Accessories shelving with discreet storage drawers below
Image Store business cards
Image Shopping bag with reversed knots and waxed cotton handles
Image In-Store poster
Image Identity essentials
Image Photography style
Image Pages from the Brand Guidelines Booklet
Storefront
Window Signage
Checkout counter
Racks have pre-cut slits for perfect spacing between hangers
Ring-hanger for scarves
Accessories shelf
Mid-store "window" display
"Dad lounge"
Wooden hangers with engraved logo
In-store display table
Accessories shelving with discreet storage drawers below
Store business cards
Shopping bag with reversed knots and waxed cotton handles
In-Store poster
Identity essentials
Photography style
Pages from the Brand Guidelines Booklet

Cougar Couture

Project name
Vivikes Concept Store
Year
2009

Vivikes is one of Norway’s most popular women’s clothing stores for the married, life-savvy lady. We teamed up with interior designer Helene Hennie to develop a concept shop for the clothing chain. She focused on the interiors while we focused on the structural and branding elements.

Input

Vivikes was ready for a store rebranding and an update to their corporate identity. They also wanted a solution for storing a large amount of stock in their store without risking its elegant, open atmosphere.

Output

Per our research, the average woman who frequented Vivikes was somewhere around 48-years-old and married with children. While she was long past the phases of wild hair and clothing experimentation, she was still interested in fashion and quality. We started building the new brand by widening the demographic a little, appealing to professional women between 45 and 55 who hadn’t lost the sparkle in their eyes. Our conceptual women liked to look good for any occasion, and wanted to incorporate some energy and sexiness into their own signature look. They loved being with family and friends, and were not afraid to try something new.

At the time, Vivikes stores were fairly cluttered and disorganized, with sale racks pushed up toward the entrances in no discernible order. They also tended to have lighting that was too bright or too dim, or off-putting track lights and spotlights. Together with Helene’s interior creations, the concept shop was inviting and warm, sporting an open layout, clothing that was more elegantly presented, and moderate lighting that gave the whole shop a very homey feel. We also incorporated storage solutions into the new shop with tasteful shelving, closets and drawers.

We rejuvenated Vivikes’ identity with a new take on the logo and colors. The new signage, shopping bags, printed materials, clothing hangers and gift boxes all reflected the concept’s quality and the shoppers’ vibrancy.

Outcome

Vivikes launched three shops which implemented the interior concept. The identity has since been adopted across the chain of stores.

Responsibilities

Positioning Strategy, Concept Development, Interior Concept, Visual Identity, Logo