Bongo
The Belgian brand of Bongo gift boxes, which is part of the Smartbox group, is beginning to evolve. Disruptive at the time of its creation thanks to a product then new, the brand faced the wear of its model, increased competition and changing consumption patterns. The new concept gives Bongo a head start by placing emotion, surprise and personalisation at the heart of the experience. From which to find the pleasure of offering... and to be happy.
Challenge
Over time, Bongo had gradually come to be seen as merely a ‘box seller’, at the expense of the experiential value that had been its strength. The challenge was to restore the brand’s status as a creator of unique experiences while rethinking the role of the physical network in a context of intense digitalisation. The goal was also to rejuvenate the target audience and reaffirm Bongo as a pioneering, innovative and experience-led brand.
Solution
The answer was the creation of a complete omnichannel experience, where the point of sale becomes once again a central pillar of the customer journey. The identity gains in freshness, energy and warmth, carried by a tone of voice closer and engaging. Product segmentation is redesigned to enhance seasonality, while customization becomes the core of the concept. From the experience chosen to the box and its packaging, each gift can now be adapted to the one who offers it as well as the one who receives it.
The new concept of a store is no longer limited to selling a box, but to making an experience live upon purchase. Surprise, discovery and emotion beat all the markers of the concept, from brand to merchandising, to transform each visit into a memorable moment.
Experience offered to the purchasing experience
That's me, for you
With the Wrapping Bar, customization becomes central. The customer can compose a custom gift, choosing both experience, packaging and customization. In a few steps, each Bongo becomes a unique object, reflecting the intention of the one who offers it.
The brand platform structured the entire project. It helped clarify the positioning, enrich the graphic system and refine the tone of voice, in order to fully express Bongo's personality. A brand that is more expressive, warm and lively, in line with new consumer expectations.
A enriched universe
