DIO
Whilst working towards the realisation of a more professional chemist’s chain and boosting its expansion, STV Branding & Design Group developed a new visual identity for D.I.O.. The most important objective of this process was the optimisation of the brand’s desired positioning and communication (both externally and in-store), plus boosting the recognisability of the D.I.O. brand on the market and emphasising its distinctiveness when compared to other chains. Core values: the local specialist, accessible, quality, professional, sympathetic, personal, friendly, not too expensive.
STV designed a new visual identity for D.I.O. based upon its brand personality. This not only meant restyling the logo and then converting it for exterior use, use in shop windows, in-store communication such as navigation, promotions and themed graphics, but also adapting it for use on leaflets, promotional fliers, packaging, carrier bags, gift certificates, the loyalty card and company cars. The message conveyed by the new identity is supported by the new pay-off “Mooi Gezond” (Beautiful Health).
The new visual identity has now been implemented in a large number of D.I.O. stores. The response of both consumers and D.I.O. businesses has been extremely positive, and the result fits in well with the stated objectives.