Leveraging the power of e-commerce

Create a brand for Cdiscount’s new entity, dedicated to marketplace solutions

The brief

Building on its unique experience and know-how, Cdiscount is launching a new Marketplace solution that will allow both physical retailers and pure-players to leverage the power of e-commerce.

An unprecedented solution that provides and facilitates a range of services (technology, products, logistics) and offers expertise and simplicity, thereby allowing businesses to accelerate the implementation and transformation of their e-commerce platform development.

The group wanted to count on an agency capable of helping them create the brand for such a platform, primarily aimed at distributors and e-sellers in Europe, Africa and the Middle East.

The recommendation

The agency put in place a collaborative methodology designed to facilitate decision-making. Thanks to an initial phase of strategic framing, the teams united themselves around a strong brand posture.

For this international project, Lonsdale called on its network of sister agencies in the US and Asia.

The result is the choice of a universal name, with instant meaning, capable of simply and clearly expressing the promises of the new B to B offer.

Octo,” the universal symbol for infinity, refers to the scope of the marketplace’s offering and the opportunities it represents for the various e-commerce players.

Utopia” expresses optimism, connection, and a community of connected individuals.

In connection with a reassuring and local brand posture, the visual identity expresses the ability to multiply opportunities and business development. The territory evokes radiance and acceleration.

The color palette forms part of the tech universe while communicating optimism, contrasting with darker market codes.

WHAT WE DID

Strategic workshop | Brand posture | Manifesto | Naming and Visual identity | Internal ownership | Brand Reveal