ISHONCH
ISHONCH is a chain of stores selling equipment, electronics and household goods. Along with entering new regions in 2022, the company carried out a large-scale rebranding. The original brand concept did not reflect the current principles and values by which the team had been working for some time; and was also not flexible enough in terms of developing the meanings and style of the brand. We approached the decision to change the corporate style of Ishonch fundamentally. We understood that it was not enough to change only the logo or visual code, we needed a brand platform - our constitution, which could be relied on for future communications, including our updated corporate style. To develop a brand platform and rebranding, we turned to the Depot agency, as we decided to trust the professionals in their field. In total, the work on the brand platform and rebranding took about a year and a half, during which time the team from Depot visited Uzbekistan several times for research, in addition to this, joint research was also conducted outside of Uzbekistan. At the research stage, we noticed that in Uzbekistan, in particular, in the retail category, there are two noticeable problems: competitors easily copy each other's style - one; and two - there was no smooth transition from the bazaar to modern retail. Yes, more comfortable shopping spaces appeared, but humanity, attention, clarity and liveliness disappeared. We set ourselves the task of rebranding, which, first of all, would affect the user route and help customers feel more comfortable in retail. And we realized that if we solve this problem, it will be difficult to copy us, because these are not just external changes, but a transformation from within. Our brand platform has a working name "Truzbek". It is important to note that there is no reference to nationality, place of residence or citizenship. Truzbek is a person, a philosophy, a principle. This is a new type of thinking, when you do not wait for a better life, but create it yourself. Our neighbor, our parents, friends can be Truzbek - those who change the world around themselves and their loved ones not with words, but with actions. Ishonch as a brand helps in this, selecting modern and convenient products for life, business, education and personal development. In addition, we have developed a communications system in retail, with the help of which the brand will create a more comfortable environment in stores - communicate with customers, give tips, share advice. The Truzbek concept is based on rethinking the heritage, forming a new generation of Uzbeks and supporting personal values and personal education.
