After the German drugstore giant Schlecker went bankrupt early last year, its Spanish and Portuguese branches were sold to Spanish discount supermarket chain Dia. In late it October, it was announced that the over 1,000 stores would be renamed Clarel. Schlecker stores were mainly focused on beauty, hygiene, products for kids and pets and some food, and that will stay unchanged under the new banner. The first stores carrying the new name re-opened last week.
The new brand was developed by Interbrand Madrid in a complete review of everything from communication and retail environments. Under the slogan "How do you want to shine today?" (¿Cómo quieres brillar hoy?), Clarel wants to offer products that make its costumers feel confident. The logo, with its smiling droplet, should convey brightness and clarity.
Clarity is also reflected in the range of colours, which are limited to white, black and an occasional red for promotions. A set of icons have been designed to help costumers navigate.
Images from Interbrand: