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Nichi
Brand strategy
The customer
Nichi was founded in 1995 under the name of Niky Fashion and is one of the regional textile companies that grew very rapidly, becoming one of the major players on the Romanian pret-à-porter fashion scene.
The challenge
The company's rapid growth and its transformation from a regional into a national supplier with aspirations for the European market made it necessary to rethink where the Niky Fashion brand stood and what it represented.
Solution
The brand audit was meant to clarify where the place of the company was relative to its competitors and the result was the identification of the need to relaunch and reposition the brand. A new brand platform was designed, the brand internal management policy was updated, and consultancy services were provided regarding the launch of the new brand.
According to the new brand values, the 'Fashion' component was dropped and the spelling of the name Nicky was changed to NICHI. The logotype was redrawn to embody the ideas of professionalism and experience - coming from its direct association with the name of the fashion designer Cristina Nichita -, as well as elegance - conveyed by means of a researched simplicity of the logo and colour scheme that plays on shades of black and white.
The rebranding process allowed thus tuning in to the values of the new target customers so that the NICHI woman now matched the ideals of refinement and dynamism expected from her: she was strong, intelligent, and also charming.
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