Backmarket is a company created in 2014 whose activity is to recondition used electronic products by professionals, intended for service customers. Being exclusively available on their Backmarket.fr website, consumer research has highlighted the need for customers to have physical contacts and sales. In order to verify this study, the Backmarket company has decided to open a Pop-up store in Paris, in the Opéra district by March 2021.
A call for tenders has been launched for the agencies on the graphic charter and the visual universe of the future store. My proposal for the new identity of the pop-up store includes « Opera » in its graphics system in order to emphasize the location of the next pop-up store. The goal is to create proximity with the inhabitants of the district.
I opted for a font with a young, urban design in order to reach a hip and high-tech audience at a reduced price. The triangles formed by the three « A’s » can be used as a basis to create patterns that can appear on different advertising media as well as in the store as a signage system. These triangles also refer to the “back” symbol which refers to the first Back Market logo. Finally, the green triangles also symbolize three trees which refer to the ecological approach of the BackMarket recycling system.
Characters designed from the letters of the logo, they create an emotional bond with customers while reinforcing the youthful image of the brand. Several variations are possible depending on the media.