About Inno
In Belgium, the legendary brand INNO needs no introduction. This retailer in fashion, accessories, interior, and lifestyle gathers several hundred quality brands under one roof and has been an established name since 1897 when it started in Brussels as a conglomeration of department stores under the brand name À l'innovation.
With a design strategy that seeks and finds reconnection with the teenagers and twenty-somethings of today, we respectfully dusted off this beautiful brand. Not a major revolution, but a refreshment to make the brand align with the current generation of shoppers.
First, we convinced them to drop the prefix 'Galeria', an artifact from a previous merger. Galeria Inno became INNO. Not a real name change but still a statement with punch: the short, powerful INNO is back as ever before.
The next step was to eliminate the visual clutter in and around the logo. Here too, remnants from the merger past (e.g., three kinds of green) muddied the clarity and unambiguity.
We opted for radical simplicity, with strong typography in black and white. INNO is a broad umbrella brand and must, therefore, be able to stretch enormously in combination with other brands, hence the neutrality. Color is only used in applications.
The brand has become more timeless, higher quality, younger too, with an accessible appeal that speaks to many people without compromising on quality.
