Gugenio

The objective behind rebranding this children’s shoe e-shop was to create a playful brand both parents and children would love that could be easily employed as the company expands internationally.

Ikona

Renaming

Prezuvky.sk is a name that limits the variety of products available, is weakly differentiated, difficult to remember and does not particularly work well in foreign markets. The word Gugenio is an internationally-known neoplasm that became the name of the new boy mascot and also part of the brand’s copy text: "Gugenial children's shoes are healthy shoes."

Mascot brings the differentiation

The mascot’s visual emotion both differentiates the brand and brings it consistency, communicating the playfulness and drollery of a child's world that is reinforced by the symbol of a styled sneaker on the boy's head. The mascot connects all online and offline materials and also works well in children's colouring sheets.

E-commerce ready

The logo’s practical use was taken into account when it was created, with a face ready to be used in speech bubbles, promotional materials, e-commerce sales promotions and more.

Global-ready naming
Complete visual system
Unique drawing of character
Own pattern

After long months of considering our options, we decided to radically change the logo that we had lived with for the past 20 years. Bigname responsibly and bravely took on this task, creating a brand new and timeless logotype for us. The products themselves use the simpler version, which was one of our conditions. Bigname also stands behind our mascot Gugenio, whose happy face and untypical, yet functional name quite well attracts the curiosity of our customers. Occasionally, the word “gugenial“ finds itself snuggled into our marketing communication, affirming that we are getting fully used to the form and content Bigname offers.

Alexandra Račková co-founder, RAK

Ikona

Next project

Boxu
The ambition behind the merger of Skvelo.sk and Frag.cz was to create a new international brand whose name and identity would not be limited by region or product.