ERGO: rebranding a footwear chain — a new name and new growth
A full rebrand of a European footwear chain: from the dated BONUSS to ERGO. A new name and the infinity mark, the «shoes for real life» platform, and a single retail system — from the storefront sign to advertising.
Business problem
A strong chain — with a weak, dated name
BONUSS was a chain of European «Comfort» class footwear with a loyal audience. But the name and identity had aged: they conveyed neither the European character of the brand, nor the level of the stores, nor the breadth of the range.
The brand stopped working for growth: recognition was diluted, while the retail network needed a single, modern system of presentation — from the sign to the shelf.
The problem was not the product, but the name — and the way the brand looked in retail.
Rebranding: before → after
About the project
The task was to relaunch the chain under a new name without losing regular customers, and to give retail a coherent, scalable brand system.
Agency tasks
Create a new brand name and mark.
Formulate the positioning platform.
Build the architecture of product lines.
Create a single retail system: stores, storefronts, POS.
Develop the brand advertising campaign.
Brand platform · positioning
Shoes for real life
Insight
People buy shoes not for the shop window, but for real life — work, the city, children, movement. They need shoes that look good and live alongside them.
Essence
ERGO is European footwear you can live in comfortably. The infinity mark (∞) stands for durability and constant movement; «infinity shoes» means shoes that never stop.
Descriptor
«Logical and practical» — a short formula for the brand's character.
Shoes for real life.
Solution
Meaning became a system
Building on the platform, we assembled a coherent ERGO brand: the name and mark, the architecture of product lines and a single retail system — from the store window to advertising layouts.
01
Name and mark
ERGO with the infinity mark and the «infinity shoes» descriptor — short, international, readable on a sign in a second.
02
Line architecture
Three lines under a single master brand:
STRONG·PLAY·BEAUTY
03
Retail system
Store and window design, POS materials and the «shoes for real life» campaign — one image across every touchpoint.
Life goes onTogetherA first date
The «Shoes for real life» campaign — one story in three frames. Hover over a layout to take a closer look.
Red Applerebranding · packaging
