FIIGO

MAKING SHOPPING FUN AND SIMPLE

MAKING SHOPPING FUN AND SIMPLE

MAKING SHOPPING FUN AND SIMPLE

Capabilities

Brand strategy

Naming

Brand identity

Retail branding

Retail architecture

Communication system

Profi Group, the largest retail chain in Romania, commissioned Touchideas to brand a new shopping concept combining coffee & snack to go with quick shopping.

We challenged ourselves to invent a brand that would become synonymous with the convenience shopping. We wanted the brand to appeal to young, European-minded customers while also being rooted in Romanian culture.

IN A WORD: SHOP&GO

We came up with the name fiigo, a combination of two words: ‚fi’, which means ‚to be’ in Romanian, and English word ‚go’. ‚Figo’ also means ‚sounds cool’ in Italian slang (Romanian language is very closely related to Italian).

We challenged ourselves to invent a brand that would become synonymous with the convenience shopping. We wanted the brand to appeal to young, European-minded customers while also being rooted in Romanian culture.

The fiigo brand makes shopping a fun activity and a positive moment during a busy day. The fiigo sheep deals with delivering fun products to the store and entertaining customers. She appears in unexpected moments and comments on the reality with humor.

The fiigo brand personality and its narrative system is an important part of the brand idea. The sheep arrives in the city and, looking at its busy inhabitants, opposes hasty mediocrity.

FIIGO IS MAKING A CAREER!

Fiigo has been successfully launched as a shop-in-shop in Profi supermarkets. The fiigo concept turned out to be so powerful, that it became a strategic driver of remodelling Profi.

With 2 000 Profi stores planned to be running till 2024, fiigo is to become the leading convenience shopping brand in Romania as well as the number one cafe chain in the country!

Rebranding and shops remodelling, introducing new formats in sucha large chain is an enormous challenge. The one that not only requires creativity, but also brand management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.

Rebranding and shops remodelling, introducing new formats in sucha large chain is an enormous challenge. The one that not only requires creativity, but also brand management experience and knowledge of the retail industry. This is exactly why we chose Touchideas to be our strategic partner for this project.

Paweł Musiał

CEO of Profi Romania