PEPCO
Capabilities
Brand strategy
Brand identity
Retail branding
Brand communication
Employer branding
Pepco is a chain of discount stores that serve 50 million customers each month. At Pepco people can buy affordable clothes for the whole family as well as a variety of household items. People liked Pepco products and the company was working hard to make them better but buyers kept ripping off the labels because the Pepco brand was out of date.
Touchideas was approached by Pepco with the job of total rebranding in order to create an emotional connection with customers, improve quality perception and make a strong debut in Western European markets.
Women are mostly who shop at Pepco. We made the Pepco brand identity for mothers who put their families first. ‘Feel the quality, love the price’ idea expresses Pepco’s desire to continuously improve product quality and keep prices as low as possible.
Pepco is written in small letters to emphasize the company’s approachability and unpretentiousness. A heart in a circle next to the brand name, in the space typically reserved for ‚registered trademark’, represents the concept of ‚feel the quality, love the price.’
We created a whole new brand identity for Pepco, along with the brand communication system thatworks on all levels, including in-store, out-of-store, and online communication, marking of products and product groups, and campaigns for opening new stores.
We also developed a new employer branding system that reflects the values of the Pepco brand.Communication with Pepco’s 20,000 employees in 14 European countries is a key part of Pepco brand transformation.
Tomasz Kurowiak
Branding and Packaging Design Manager