»Everyone knows Douglas. Good! Douglas has gotten a bit rusty over the years. Not so good! It' s absolutely necessary that Tina Müller ›re-parks‹ the brand. The keywords are distribution and communication via digital channels, stationary competition via DM et. al. and the classic department stores. So how to win young customers? The re-design is a visible step in the reorientation – therefore correct. However: we have not seen a brand appearance yet – just a campaign and a new logo.
About the logo: It's unmistakably different, made for the digital age, easily recognizable as Douglas in mint blue. About the campaign: It borrows glamour from Peter Lindbergh. We have known (and loved) this visual language for many years. This is Lindbergh, but not Douglas. Nonetheless, the fact that Douglas is repositioning itself from a pure retailer to a beauty lifestyle brand is courageous and probably the right thing to do – the brand has to offer an attractive and contemporary source of identification to answer the question of why people should ›go‹ to Douglas and not Amazon as well. I am curious about the entire brand identity.«
Author: Christopher Wünsche
The above quotation is an excerpt from the article »Where do the wedding rings come from? New Douglas logo confuses design experts«, published (in German) by Horizont/horizont.net, Monday, 04 June 2018
Truffle Bay is an owner-managed, integrated strategic brand consulting and design agency based in Munich. With clarity and creativity we help ambitious companies and entrepreneurs to discover, define, design and bring to life their unique identity – to create strong brands as the compass and catalyst of entrepreneurial change processes as well as attractive and differentiating brand experiences to win and retain customers and employees.
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