Rozetka is the largest online retailer in the country; but you are probably aware of it anyway. Instead, we are going to tell you what you might not be aware of. Say, Rozetka is the fifth most visited website in Ukraine after Google, YouTube, Facebook, and Wikipedia. This company has got more than three thousand product categories, 3.5 million products on sale, and about 20 million unique users every day (which is literally half the country, isn’t it?).
Rozetka first came to us wanting to determine the focus of its brand and communication, ‘We have been selling so many brands for so many years now that we can no longer define our own brand’. After a dozen studies and a few weeks of analytical work, we realised that updating a strategy would entail the update of not only the communication but also the design. When everything seems to work as it does, it is not so easy to go in for changes. But it's crucial if you think long-term, not just from a flight to a flight.
We have defined a new positioning and could not believe how naturally it entwined in the brand, ‘down to a T’, as they say. Rozetka is a company that makes small and big everyday dreams come true. And this is not as pretentious as it may seem at first. Just listen to yourself. What little thing would make you happier right now? Brand-new Bluetooth headphones with good noise absorption? A portable fan? A big black T-shirt with a waggish inscription on? A polka dot cup and a box of Stozhary candies? (they are here, by the way). These are not big and serious dreams for years; these are ordinary little everyday dreams. Rozetka is here to make them come true.
We also decided not to revolutionise the design system, because it could cost the company too much: to lose the logo that had been fully recognisable for eighteen years would be unacceptable. So, we updated the logo, adjusted the design system, and then tackled together with our customer the signboards, banners, content, promotions, holders, wobblers, pointers, minibuses, and a billion other online and offline brand elements.
As for the communication, we cut loose: Rozetka was constantly on the air, so we provided creative ideas for a new campaign every two months. But that’s another story, so stay tuned!
co-founder, ceo — Vladyslav Chechotkin
marketing director — Eugene Obrazok
brand manager — Andrey Kovalevskyi