Overview

Irshad is a premier electronics retailer in Azerbaijan, with a network of over 47 stores nationwide. Established in 2000, the company’s original branding had become outdated, necessitating a refresh to stay relevant in a fast-evolving market and resonate with its target audience.

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Solution

Our objective extended beyond simply designing a new logo and visual identity. We aimed to develop a strategic narrative that encapsulated the essence of the brand and evoked strong emotional connections.

After extensive deliberation, we crafted a logo and identity inspired by the slogan "Sənə uyğun" ("Tailored for you" in Azerbaijani). In the Azerbaijani language, the letter "SH" is written as an "S" with a tail. We leveraged this distinctive feature to symbolize adaptability, illustrating that Irshad’s offerings can be customized to individual needs, reminiscent of a slider. The entire visual identity and strategy revolved around this concept – "Tailored for you."

Additionally, we recommended dropping the word "Electronics" from the brand name, as Irshad’s reputation was well-established, rendering the term unnecessary. To maintain brand recognition, we preserved the original color palette with slight modifications, making it more modern and vibrant.

Created by Paradox Branding Studio