Service with soul. 05.RU
05.ru is a Dagestani retailer of technology and electronics, successfully developing offline and online businesses. The brand's UTP is a maximum choice of equipment and excellent service, where customers are treated as guests. The brand has decided to expand its business to other regions and strengthen its online presence by broadening the range of products and providing fast delivery of goods. The retailer has turned to us for rebranding. The key task has been to create an image of an empathic, caring assistant who is ready to select the best product on request and deliver it as soon as possible. Also, it had to shift away from associations with technology and electronics, because the brand planned to offer other products, such as food. The Signal (part of ONY has been in charge of developing the brand strategy, and more details can be found in the case study.
The primary pain of appliance buyers is the difficulty of choice. They need to study product features and reviews, choose the right models, and compare prices. Buying turns out to be stressful, and people lack a savvy consultant who would help them make a well-thought-out choice. Often consultants in shops play the role of sales agents who are not interested in helping the client. So, we have suggested the brand detune itself from competitors by providing the most friendly and professional service possible.
The company helps its customers make their dreams of perfect appliances come true: it builds a bridge between the world of fantasy and reality. To reflect this duality, we have refined the logo by using two colours. The lettering has become more cutting-edge, helping to refresh the visual brand identity. We have chosen PP Right Grotesk as a corporate font. It has a pronounced plasticity, yet neutral and does not distract attention from the content. Thanks to its smooth curves and laconic details, it creates an image of a technological, modern and friendly brand.
The brand's primary colours were black and white. We softened the contrast by replacing black with dark emerald and added an accent red-orange. It adds freshness and a slight boldness to the brand, reinforcing associations with advanced technology. The accent colour is reflected in the logo and design. We have combined real photos of the products with their drawn silhouettes to emphasise once again the idea of duality—the dream of perfect technology and its realisation.
To make the brand image even more friendly, we have developed a bright image of a digital consultant in fiery orange shades. The consultant is present on every page of the website and is always ready to help. This allows the brand to become more human-centred, emphasising the desire to support its customers. This way it is easier for the user to choose a product as there are no complications – everything is simple and clear.
As a result, the brand has a new identity – modern and friendly. It is not tied to a specific product category, and they can easily scale up and expand the product range. A detailed guidebook will help to maintain a uniform style in all communications.
