Brand—Space

‘ It should be easy to search
and choose in store. ’
33
Fig. 5.14
Clas Ohlson Signage
Fig. 5.15
Clas Ohlson Store
Being easy to navigate and create a
comfortable environment to be in is something
BAS wanted to use to their advantage with work
they have done for Clas Ohlson. ‘The intention
is that everyone should feel at home with the
identity and store concept’ with the focus that,
‘above all, it should be easy to search and choose
in store.’ To visualise this they updated the
identity by simplifying and modernising parts
of it so that it can work more efficiently. They
see the completed identity as a ‘journey’ and so
the finished outcome will take time to grow and
evolve, there’s even a graphic manual in progress
and they see this as a step-by-step process. 34
When talking about process, this is something
very important to the modern culturally aware
consumer. They want to see the process behind
the product, how it’s made and the materials it
uses are of very high importance.
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http://basid.se/case/
clas-ohlson/