Bricorama
Bricorama reinvents itself around the simple and inspiring promise to make, succeed and be proud. The brand, known for its proximity to its stores and the diversity of its offer, initiates a profound transformation to become a brand of convictions, close to its customers and rooted in the new uses of DIY. More than just a distributor, Bricorama becomes an accomplice and committed brand, which accompanies every handyman in the success of his projects, small and big.
Challenge
Bricorama had to rethink its positioning to assert itself as a moving sign in which the physical as digital customer journey allows to inspire, be advised and test. The challenge was to modernise the customer experience while giving meaning to human relationships and societal responsibilities. The goal was to put the human at the heart of the store, transforming the brakes of DIY into levers of trust and creating a space where everyone can experiment, learn and progress.The main challenge was to put people back at the heart of the stores, by making the customer the primary focus of the brand. With the ultimate goal of building DIY confidence in even the most hesitant hopefuls, moving from “I'll never be able to do this myself” to “I may as well give it a try, I'm allowed to make mistakes".
Solution
The brand strategy has repositioned Bricorama around a more inspiring speech. The brand platform values the passion for doing and the pride of success, while embodying an accessible and responsible brand. The new store concept places humans at the centre of an ecosystem of self-help and inspiration. The set expresses itself through a modernised visual identity, a readable and warm graphic system, and a unified customer experience between physics and digital.
An inspiring place
The concept of a store has been redesigned to become a place of life and exchange. The customer journey organizes around new spaces, such as the HQ, the first point of contact heart of the store, the factory, DIY and sharing workshop, or space opportunity, to give a second life to the tools.
An accessible identity
The visual identity retains the iconic black and yellow, while gaining in modernity. The solar disk, now integrated into the central O, becomes a symbol of proximity and energy. Technical typography enhances the readability and identity of the sign. This new graphic system applies to all supports to create a smooth and consistent experience.
Responsible DIY
Bricorama chose to reuse existing furniture to limit waste. The "J-Agis!" program and the partnership with Envie embodies the commitment of the brand by guiding customers towards more responsible purchases. Each action reflects Bricorama's commitment to more responsible DIY.
A phygital journey
The store adopts a fluid and intuitive phygital approach. QR codes, 3D design tools, mobile payment and click & collect naturally integrate into the journey to ensure a connected and accessible experience.
