REDEFINING THE PUBLIC BRAND VALUE PROPOSITION

Retaining the Greek Media Markt customer was the most important task for Public, because from August 2023 the Greek Media Markt stores would be operating under the Public brand name.

Using the Home logo on the store façade was crucial to signify to the customer the additional offer within the Public store network:

CREATING THE BRAND STRATEGY

More Choice, More Service, More Experience. It’s Public + Home.

Using the ‘+’ symbol allowed the Home sub-brand to be ‘added’ onto the Public branding, not to diminish the purity of the main brand. The plus itself was created using the characteristics of the Public wordmark; the use of the radius and angled edge detail allowed us to create a new element which is instantly recognisable as part of the Public brand family.

THE EXPERT

Public, an expert already in tech and culture had the task of incorporating the home identity within their brand. We suggested that the home category should be treated as an equal alongside tech and culture and that Public should celebrate the addition of the MediaMarkt home expertise, thriving in the knowledge of the staff that they have inherited. 

CREATING SUB-BRAND RECOGNITION

To incorporate a new sub-brand category offer, we needed to make the new home category top of mind with existing and new customers.

As the colour red is associated with Media Markt retail identity within the Greek market and to help with any confusion with the customer of the product offer, the red tone was the natural selection to be evolved within the public brand. To bring the brand within Public’s recent re-brand the simple home shape was selected to create sub-brand recognition.

DEVELOPING BRAND TONE-OF-VOICE

Brand recognition through an omnichannel approach is a vital consideration when developing communication materials within a modern retail environment. We considered how assets and tone of voice are used from on a billboard to social media to create a holistic brand approach.

Messaging was considered throughout the process to communicate to the customer the additional product offer and services now offered by Public.

TESTIMONIAL

Working together has been a super positive and an undoubtedly rewarding experience for us all.

You have been pivotal in helping us planning the transformation process and the optimal new concept store.

Thank you KVB Team for supporting us succeed in pushing forward the frontiers of consumer electronics retail design.

Nikolaos Panagiotou, 
Head of Trade Marketing, Public

ABOUT PUBLIC

Public is the leading omnichannel retailer in Greece and Cyprus. With over 65 retail and online stores and sales over €500 ml. Public combines the best in tech, culture, home appliances and services, bringing joy to customers lives.