The Falabella Group, Chile’s largest multinational department store chain, has redefined its image. In this way, the retail chain, popular with Chileans, Peruvians, and Colombians, seeks to demonstrate its success and growth and ensure the seamless integration of the various brands that make up its composition through a single platform: Falabella.com. Today, the holding brings together many brands across various business areas. Falabella, Sodimac, Linio, and Tottus represent department stores and supermarkets, tourism and banking, communications and construction, and the production and sale of household and interior items.
The holding rebranded and created an updated website with the creative agency Panda, which has 12 years of experience in individual design and hundreds of successful solutions. While retaining its general corporate identity, the company transitioned to a new color scheme, “orange,” and updated the logo font and graphics. Falabella’s new orange color gave the company a modern, energetic personality. The unique font, created using various geometric shapes, highlights each letter’s individuality while symbolizing the unity of all members of the holding, each with pronounced individuality. At the same time, the circles and curves that form the letters create a visual sense of flexibility and dynamism across the entire organization.
The same style carries over to the new site, giving it a clear visual identity. The latter’s task is to make online purchases convenient across the holding’s entire trading network. That is why the site has developed key user characteristics: visual clarity, ease of use, an intuitive interface, and attractiveness.
Forty years later, the sharp transition from green to orange has drawn attention from regular users and those who rarely visit the network. The direct link to the competitor’s orange branding made Cencosud a major topic of discussion. Interestingly, the conservative audience expressed dissatisfaction with this brand policy and noted that another logo change followed shortly after the first rebranding. The font has undergone new changes, in which the letter “a” acquired a tail over the circle and “l” “turned” in the other direction. At the same time, “com” was removed from the circle and joined to the word “Falabella,” with a dot added after it. All this raises many questions about how thoughtful the rebranding is. But all this may be just the beginning of something more splendid?!