Empik

Empik is one of the most recognizable Polish brands, operating for years at the intersection of offline and online worlds – as a chain of physical stores and an e-commerce platform. Over time, the brand has expanded in many directions, developing its portfolio with numerous sub-brands and independent brand identities. As a result of these changes, the brand's image became fragmented, and the differences between offline and online began to be more noticeable.

Our task was to streamline the visual identity of the Empik brand in line with a new strategy developed by Deloitte. The key goal was to unify visual communication across all touchpoints – from physical stores, through e-commerce, to social media – in order to strengthen the brand’s image as cohesive, modern, and functional.

Today’s consumers expect brands to provide consistency and intuitiveness at every touchpoint – both in the physical and digital spaces. A discrepancy in the brand image across channels weakens trust in the brand and lowers the overall customer experience.

Based on the audit of Empik's visual identity, we designed a cohesive and functional visual system that reflects the modern character of the brand. We modified over 30 logos, streamlined the brand’s color system, typography, and communication formats for both offline and online channels.

In the digital space, we developed a comprehensive visual identity system for the e-commerce platform, including consistent naming, color scheme, icons, and guidelines for images and illustrations. Additionally, we created a social media communication strategy, with clear recommendations regarding formats and posting schedules.

In Empik stores, we designed a new information and navigation system that is dynamic, responsive, and colorful, while remaining intuitive and easy to navigate. The result of our months of work is a comprehensive Brand Manual, used daily by hundreds of employees and thousands of customers across Poland, ensuring a consistent Empik brand experience at every touchpoint.