Wat retail rebranding

WAT is a brand specializing in wholesale design objects and smart gifts for the last 10 years in the Greek market.
It supplies many shops with aesthetically pleasing items for the home, but also with lifestyle gift options for adults and children. Some examples of the brands she provides to customers are Lemon, Pantone, MoMA, MONBENTO, LOQI, micro scooters etc.

In April 2023 it opened a retail store for the first time in the center of Athens.
Wat aims to fill the gap in the Greek market for design gifts at affordable prices for everyone.

What the logo means.
The logo is essentially the initial letters of the sentence “What about this object”.
The idea came from the owner of the brand when on one of his travels he noticed a shop window and
He asked his brother:
What does this object look like to you?
That’s how the wat was born, which contains both excitement and question marks.

Design implementation
I was asked to redesign the older logo which was only about wholesale and its activities. After studying the store’s architectural designs and colors, I created a corresponding color palette to ensure consistency across all channels of brand communication. All the furniture in the store is designed based on geometric shapes and their simplicity. So, starting from the interior design of the store, I created matching colors, and geometric shapes in the new brand identity.

I incorporated the element of excitement and question with two typographic symbols respectively.

Embracing all of the above I wanted all elements to adapt and change according to the circumstances called for either in the offline or the digital communication. Shapes, colors, and symbols give the impression of a playful brand without the risk of being more pop or more fun as requested in the brief from the beginning.

The difficulty in this whole project was to balance design, quality, and high aesthetics with affordable prices and to make the brand familiar and friendly.