Product category:
Point of purchase, retail design
News Release from: Live and Breathe
Edited by the Marketingservicestalk Editorial
Team on 02 November 2007
Live and Breathe secures zavvi rebrand
Following a five-way competitive pitch, creative retail marketing agency Live and Breathe has won the brief to deliver the entire rebrand for zavvi, formerly Virgin Megastores.
Zavvi was formed as a result of a management buyout at Virgin Retail in September and, with 125 stores in the UK and Ireland, is the UK's biggest independent music retailer Zavvi recently unveiled its new identity to reflect its positioning as a multichannel, independent entertainment retailer with a specialist focus
This article was originally published on Marketingservicestalk on 10 Dec 2007 at 8.00am (UK)
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It will start to rebrand all its UK stores from October with its Irish and online offer following in January.
Live and Breathe has been tasked with developing the zavvi brand across all channels.
This translates into creating an in store identity that reflects the new zavvi brand values and interpreting the brand across all customer facing channels, both on and offline.
The agency's remit includes every touch point in store, including windows, front of store, event space, POS and POP.
It will also provide above and below the line support, including the full range of online marketing communications.
Internal communications is also included within the agency's brief.
Cathy Kebbeh, zavvi head of brand and advertising, commented: "Zavvi aims to develop ways of appealing to new generations of music, games and DVD buyers.
"The new name is a modern and independent take on the word savvy and this is exactly the reputation we aim to build.
"The zavvi name is short, memorable and instantly individual - we are looking to Live and Breathe to develop a creative execution that reflects this to ensure we stand out in the volatile specialist entertainment market, while also translating our independent, non-corporate personality to the high street.
"We will achieve this by virtue of our core values: we are a large independent focused on product, service, knowledge and passion, with live events at our heart and we aim to offer the best, most friendly and authoritative customer service on the high street in any sector." Zavvi MD Simon Douglas added: "Zavvi is a national chain with a local focus at its core.
"It will provide a fantastic product category mix as a specialist in music, DVD, games and related products.
"When customers walk in to zavvi stores we want them to have a new, exciting, fresh experience.
"Live and Breathe will play a massive role in helping us develop a brand that has passion and resonance internally and externally".
Nick Gray, Live and Breathe MD commented: "This is a hugely significant win for us that plays to our strengths as an agency that is highly creative but structured in a way to cater to the very specific needs of the retail market.
"Zavvi is perfectly placed to offer the best in the entertainment sector by providing scale and the prices of a multiple coupled with the expert advice, superb store environment and customer care of an indie.
"It is this carefully crafted mix that will really separate it from the competition.
"This is one of the most progressive and exciting retail brands of the moment and we are very pleased to be part its development".
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