Rede Ola: REDE OLÁ BRAND EXPERIENCE

Credits & Description:

Category: Permanent Retail

Advertiser: REDE OLÁ

Product/Service: CONVENIENCE STORE

Agency: ANA COUTO BRANDING & DESIGN

Date of First Appearance: Dec 11 2010

Entrant Company: ANA COUTO BRANDING & DESIGN, Rio de Janeiro, BRAZIL

Chief Executive Officer: Ana Couto (Ana Couto Branding & Design)

Creative Director: Danilo Cid (Ana Couto Branding & Design)

Design Director: Filipe Ozelin (Ana Couto Branding & Design)

Branding Director: Christophe Schwarzberg (Ana Couto Branding & Design)

Branding Director: Natascha Brasil (Ana Couto Branding & Design)

Designer: Claudia Niemeyer (Ana Couto Branding & Design)

Experience Designer: Bruna Pollini (Ana Couto Branding & Design)

Executive Account: Ana Carolina Seiler (Ana Couto Branding & Design)

Designer: Guilherme Malfitano (Ana Couto Branding & Design)

Designer: Eduardo Moura (Ana Couto Branding & Design)

Production: Ibrahin Salim (Ana Couto Branding & Design)

Production: Flavio Souza (Ana Couto Branding & Design)

Media placement: Ambience launching - Resende, Rio de Janeiro - 11 December, 2011



Describe the brief from the client

The Rede Ola made a commitment to break into the category of roadside convenience stores in Brazil. The client wanted to keep the name (which in Portuguese means “hello), but they needed a new concept, positioning, brand and experience for the chain. This was a chance to create a unique consumer experience, different from all other roadside stopovers.



Describe the challenges and key objectives

Our challenge was to elaborate a surprising proposal through the Brand and create an atmosphere, to combine with the latest in installations, technology and service standards for travellers and truck drivers. To revamp a simple stopping point into a meeting point.



Describe how you arrived at the final design

The design of the brand came from the idea of an ambigram (graphical representation of a word that can be read back-to-front with the same appearance). It suggests the back and forth of road trips. Through a consumer journey, analysing all the brand’s points of contact (on the road, in the gas station and in the store), we built a relevant value proposal for people who look for service and comfort in one place. The new brand reflects this new moment and acquires uniqueness, proximity and differentiation.



Give some indication of how successful the outcome was in the market

A modern, attractive and safe environment has completely altered perception of the service. And what was a “stop for lack of choice” has become a “choice stop”.