Effie Awards Czech Republic – we have gold!
The unique rebranding of the Teta drugstore chain, which has been ongoing since 2013 and was created by MORIS design and Dynamo design, has been recognized with first place in the Other Services category at the 2015 Effie Awards Czech Republic. In a competition where the main criterion is advertising effectiveness, the project scored particularly well thanks to a significant increase in sales and purchase volume in new stores, achieved with minimal media support.
The rebranding of the Teta drugstore chain has been underway since July 2013 and by mid-2015 had been implemented in more than 300 stores throughout the Czech Republic. This is the largest complete remodeling in Czechia. Dynamo Design designed the logo and corporate identity, on the basis of which MORIS design created a completely unique new shopping concept in Czechia. MORIS design thus offered visitors to drugstores interesting added value. The focus is now on the shopping atmosphere, allowing customers to slow down in their daily rush, enjoy a quiet cup of coffee, or visit the children's corner with their offspring.
"In addition to the appearance of the stores and their overall new concept, the Effie Awards jury also appreciated the business results that our solution brought. Customers spend more time in the new stores and return regularly," says Radomír Klofáč, founder and owner of MORIS design, about the award. "The redesign and rebranding alone increased store sales by 28%, with minimal media support. We also managed to attract more new customers through joint efforts, who account for more than 10% of sales in the new stores. Such results are absolutely unique even within the entire Effie competition," adds David Vejtruba, marketing director of PK Solvent (TETA Drogerie).
Careful preparation is behind the success of the rebranding. For development purposes, an entire functional store was built in the MORIS design warehouse, where testing was carried out on real samples. Employees from the marketing department, sales representatives, and Teta sales assistants themselves participated in the tests. The intensive rebranding, in which MORIS design is currently opening 1-2 stores per day, also required the rapid installation of new elements. The installation of all interior equipment in a new store now takes only 8 hours.
