In creating the brand identity for a new discounter chain in Azerbaijan, the focus was on developing a brand that could directly refer to the hard discounter segment while also considering local consumer attitudes and mentality. Against the backdrop that people in Azerbaijan want low prices but do not want stores that remind them of low-income conditions, the identity was to promote a sense of value and exclusivity. Therefore, the design uses a per cent sign as its logo – an emblem that is simple and highly suitable for representing a hard discounter convincingly. The communication idea is based on the client’s name “AL”, which means “buy, take” in Azerbaijani language. Thus, the second part of the logo serves as basis for creating direct messages such as “Buy Apples!” or “Take More!”.
Max Arbuzov, Sergey Galtsev, Marina Vlasova, Anton Krivulya