artefacta | Retail Branding
Case study
artefacta
artefacta is a leading retail company in Ecuador, with strong presence in the market offering a wide range of home appliances, electronics, and other goods. The brand projects a sense of reliability, affordability, and accessibility, positioning itself as a trusted resource for Ecuadorian families looking to improve their homes and lifestyles.
The brand artefacta "improves your world". and to improve people's lives day by day is to make them live a better life. A nicer life has more joy and more smiles. Improving your world, artefacta brings more smiles to your life. Smiling is expressing joy, happiness, it is a sign that we feel good, that we enjoy life.
Visual Identity Redesign
For the new visual identity of artefacta, we revitalized the logo, preserving the recognizable double-storey typography style that emphasizes the brand name’s strength and familiarity.
We also introduced a fresh brand isotope that subtly incorporates a smile, symbolizing positivity and aligning with the brand's core message, “mejora tu mundo” ('improve your world'). This new design element not only reinforces artefacta’s approachable and uplifting brand personality but also visually embodies its mission to enhance customers' lives through accessible and innovative products.
The smile is a universal, simple and recognizable icon that allows us to support and transmit the essence of artefacta. The smile represents the values of the brand artefacta and the result of "improving your world" is more smiles in its customers. And that is why we have incorporated a smile to the new isologo of the brand artefacta.
The previous artefacta logo, felt "dated" compared to brand designs seen in modern retail brands. And the vertical orientation of the existing logo, presented challenges, especially when applied to the storefront signage, which typically has a more horizontal layout. This discrepancy between the vertical logo and horizontal space made it difficult to achieve optimal visibility and aesthetic balance on store facades.
Brand Architecture
For the rebranding of this retail store chain, we developed an integrated identity that encapsulates its wide-ranging offerings—from home appliances and goods to specialized businesses in motorcycles and optics. Our objective was to create a cohesive Primary Brand that seamlessly unites these diverse categories while enhancing its market presence. This effort aligns with a Brand Architecture Strategy designed to ensure clarity and synergy across all sub-brands.
We refreshed the visual identity to reflect modernity and versatility, ensuring that each sector, from household items to eye care, communicated a unified brand message. The new identity aligns the distinct product lines under a consistent, recognizable design system that resonates with customers. With 152 stores nationwide and holding the number one position in market share within Ecuador's home appliance sector, the rebranding had to convey the brand's leadership in a competitive landscape in Latin America.
During the Design Process, we focused on creating a functional isologotype without losing sight of its primary horizontal application in stores. For the launch of artefacta’s sub-brands, we applied the same considerations, ensuring that the designs were adaptable across various mediums while maintaining a coherent In-store Communication strategy.
In the redesign of artefacta, we refined the typography and adjusted the brand's color palette. The horizontal application in stores remained the most crucial element of the design, providing consistency across all Latin America operations. We also created an isotype to complement the logo, giving the brand a friendly and empathetic feel, which was vital in enhancing the consumer's shopping experience.
Brand Implementation
A consistent implementation of artefacta’s brand identity is essential not only for the brand to stand out but also to create a cohesive image that resonates with its audience across all touchpoints. The artefacta brand manual serves as the key tool to achieve this consistency, providing clear guidelines for visual and verbal elements such as logos, color schemes, typography, and messaging. By following these guidelines, teams and external partners can effectively communicate artefacta’s personality, values, and promises, ensuring its identity remains strong and recognizable.
We designed the artefacta brand manual to be more than just a rulebook—it’s a strategic asset that keeps the brand impactful and memorable across every medium and interaction. From marketing materials to product packaging and digital platforms, the consistent application of artefacta’s brand elements reinforces its presence and creates a seamless experience for customers. By using the artefacta brand manual as a reference, the company can establish a reliable and familiar identity that strengthens customer loyalty and supports artefacta’s long-term growth and reputation.
