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RENUAR
A NEW APPROACH FOR A LEADING FASHION BRAND
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The Israeli fashion chain Renuar has always related well to its customers and successfully pinpointed the tastes of a broad audience nationwide. However, the fashion industry in Israel has developed over the past few years, leading to more intense competition, with new Israeli chains emerging and major international names breaking into the market.

Together with the Renuar team, we approached the branding process with the main goal of reinforcing Renuar’s position as a leading Israeli fashion chain. During this process, we developed a strategy focused around the “Here & Now” concept, which expresses the brand’s connection to Israel as well as current international trends. The promise we articulated was twofold: to keep our feet on the ground by continuing to be a local chain that adapts itself and its clothes to its core audience, while also continuing to innovate and excite.

During this process, we rebranded all the chain’s stores: an approach that gave Renuar one of its best-known trademarks: the blue slash, which serves as a strong symbol of the duality, connection, and excitement inherent in the “Here & Now”. In addition, we held a series of workshops for the Renuar staff, dealing with all levels on which the brand operates – service, product design, and visual branding – in order to complete and optimize the process within the company.

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