New Brand Store For The Portuguese Market
We were selected by DEEPLY and the team from the parent company Sport Zone & Sonae to create a stand-alone brand store for the DEEPLY brand. After market research conducted by Sonae, they identified a space in the market for a competitively-priced lifestyle apparel boardsports brand, focused on offering well-priced surf and lifestyle wear.
The brand currently exists in the large sports store Sport Zone, but has now dramatically increased its product lines and offerings. We set about understanding the brand personality, DNA and products, before crafting a store suited to their European marketplace.
Planning
We worked closely with DEEPLY, establishing the core target market with consumer profiling using the 'Pareto principle'. This allowed us to create a strong emotive brand feeling and compelling visual merchandising.
Conceptual Development
Our team sketched and rendered the full store concept, illustrating every detail and display mechanic for the DEEPLY team. Once complete, we spent a month working on a deck of detailed drawings and specifications so teams in Portugal could build the stores.
A Boardsports Lifestyle Brand
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The Final Store Concept Will Appear In Large Shopping Malls Across Portugal, Spain And Then Brazil.
We invited 3 agencies to pitch — our current agency, a local architectural practice and Whiteroom. Unlike Whiteroom, our current agency and the architects were very familiar with the DEEPLY brand and product offering. Despite that, the outstanding proposal presented by Whiteroom clearly demonstrated a detailed understanding of the DEEPLY brand & product offering and illustrated a high level of commitment to the project — right from the initial briefing to the pitch presentation. We are looking forward to working together with Whiteroom over the coming months and are excited to deliver the first DEEPLY Brand Store experience.
DEEPLY Brand Manager
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