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, Romania's largest retail chain, commissioned Touchideas to develop a new shopping concept combining coffee and snacks to go with quick shopping.

We challenged ourselves to create a brand that would become synonymous with convenient shopping. We wanted the brand appeal to young, European-minded customers while also being grounded 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 (the Romanian language is very closely related to Italian).

The fiigo brand turns shopping into a fun activity and a positive experience in the midst of a busy day. The fiigo sheep is responsible for delivering fun products to the store and entertaining customers. She appears at unexpected moments and offers a humorous take on reality.

The fiigo brand personality and narrative system are an integral part of the brand concept. The sheep arrives in the city and, observing its busy inhabitants, rejects hasty mediocrity.

FIIGO IS MAKING A CAREER!

Fiigo has been successfully launched as a shop-in-shop in Profi supermarkets. The fiigo concept has proved so powerful that it has become a strategic driver of Profi's remodelling.

With 2,000 Profi stores planned by 2024, Fiigo is set to become the leading convenience shopping brand in Romania, as well as the country's number one café chain!

Rebranding and remodelling shops, and introducing new formats, in such a large chain is an enormous challenge. It requires not only creativity, but also brand management experience and knowledge of the retail industry. This is precisely why we chose Touchideas as our strategic partner for this project.

Rebranding and remodelling shops, and introducing new formats, in such a large chain is an enormous challenge. It requires not only creativity, but also brand management experience and knowledge of the retail industry. This is precisely why we chose Touchideas as our strategic partner for this project.

Paweł Musiał

CEO, Profi Romania