PEPCO
Capabilities
Brand strategy
Brand identity
Retail branding
Brand communication
Employer branding
Pepco is a chain of discount stores serving 50 million customers each month. At Pepco, people can buy affordable clothing for the whole family, as well as a variety of household items. Pepco products were popular with consumers, and the company was striving to enhance their quality. However, due to the perception that the Pepco brand was outdated, customers were removing the labels of these products.
Pepco approached Touchideas with the task of carrying out a complete rebrand in order to create an emotional connection with customers, improve the perception of quality, and establish a strong presence in Western European markets.
Most of Pepco's customers are women. We created a brand identity for Pepco that appeals to mothers who prioritise their families. The idea of 'feel the quality, love the price' expresses Pepco’s desire to continuously improve product quality while keeping prices as low as possible.
Pepco is written in small letters to emphasise the company's approachability and unpretentiousness. The heart in a circle next to the brand name, in the space typically reserved for 'registered trademark', represents the 'Feel the quality, love the price' concept.
We created a whole new brand identity for Pepco, along with a brand communication system that works across all channels, including in-store, out-of-store and online communication, product and product group labelling, and campaigns for opening new stores.
We also developed a new employer branding system that reflects the Pepco brand's values. Communicating with Pepco’s 20,000 employees in 14 European countries is a key part of the Pepco brand transformation.
Tomasz Kurowiak
Branding and Packaging Design Manager