Fantastico
Supermarket Chain Branding

What do you do when everybody knows your brand and you have had a logo for many years and your stores’ interiors are full of already paid visuals? Ask Fantastico. In 2010 they announced a contest for their brand identity. As participants, we suggested 2 possible directions: 1. A cosmetic change of the logo (fixing some letters and spacing), or 2. Adding a logomark. They picked the first option since they really needed a consistent vision for their future stores and an idea of how to start changing their branding delicately step by step.

That’s how the Fantastico pictograms family appeared in 2010. The minimalistic design was a brave thing for the Bulgarian market in those years. And we are happy that the client and their architecture studio trusted us. Nowadays pictograms can be seen in brandings everywhere, and people are more educated to understand and recognize them easily. They are adaptive, which is what good branding should be.

Scope

Logo Design
Brand System
Packaging
Visual Comm
Motion Graphics
Advertisement

Art Direction

Margarit Ralev
Alexandra Raleva

Design Team

Marina Hristova
Angelina Tomova
Lora Shtirkova
Dayana Stefanova
Eliza Alexieva

Category

Supermarket Chain

Timeframe

8 years

Testimonial

Click to view

What do you do when everybody knows your brand and you have had a logo for many years and your stores’ interiors are full of already paid visuals? Ask Fantastico. In 2010 they announced a contest for their brand identity. As participants, we suggested 2 possible directions: 1. A cosmetic change of the logo (fixing some letters and spacing), or 2. Adding a logomark. They picked the first option since they really needed a consistent vision for their future stores and an idea of how to start changing their branding delicately step by step.

That’s how the Fantastico pictograms family appeared in 2010. The minimalistic design was a brave thing for the Bulgarian market in those years. And we are happy that the client and their architecture studio trusted us. Nowadays pictograms can be seen in brandings everywhere, and people are more educated to understand and recognize them easily. They are adaptive, which is what good branding should be.

Scope
Logo Design
Brand System
Packaging
Visual Communication

Category
Supermarket Chain

Team
8 members

Timeframe
8 years

Testimonial
Click to view

Read More

Close More

Video Preview

Video Preview

Logotype

Logotype

Changes in the Previous Logo

Changes in the Previous Logo


Logomark

We wanted to create a symbol that simultaneously strengthens the brand identity and acts as a solid basis for the development of various visuals to represent Fantastico. For that reason, we chose the letter “Ф” with elegant petals as a logomark. The petals emphasize the friendly character of the Fantastico brand and are a good starting point for further visual developments – an elegant accent that has a lot of potential.

Variations

Logomark

We wanted to create a symbol that simultaneously strengthens the brand identity and acts as a solid basis for the development of various visuals to represent Fantastico. For that reason, we chose the letter “Ф” with elegant petals as a logomark. The petals emphasize the friendly character of the Fantastico brand and are a good starting point for further visual developments – an elegant accent that has a lot of potential.


Variations

The core of the Brand



The true essence of the brand lies in the system of unique, minimalist, modern and easy-to-comprehend pictograms, which (in addition to helping guide customers inside the stores) serve as an integral part of Fantastico’s visual identity.

The core of the Brand



The true essence of the brand lies in the system of unique, minimalist, modern and easy-to-comprehend pictograms, which (in addition to helping guide customers inside the stores) serve as an integral part of Fantastico’s visual identity.

Custom Icon Family Megapack

332 icons

*The icons have been developed for Fantastico supermarket chain and cannot be used without their permission for other purposes.

Custom Icon Family Megapack

2010-2018

332 icons

*The icons have been developed for Fantastico supermarket chain and cannot be used without permission for other purposes.

Icons – Grid & Elements

Icons – Grid & Elements

Color Palette


Color Palette


Color Balance

The color red symbolizes passion, taste, appetite. Its classic combination with pure black is stylish and unique on the regional market. Black is a neutral color, which makes the colorful products in every store to stand out. This is precisely why through the years of developing the brand, we relied more on black and used red primary for emphasis.

Color Balance

The color red symbolizes passion, taste, appetite. Its classic combination with pure black is stylish and unique on the regional market. Black is a neutral color, which makes the colorful products in every store to stand out. This is precisely why through the years of developing the brand, we relied more on black and used red primary for emphasis.

Content Тypeface

The primary typeface is Officina Sans, which was chosen because it is more casual, simple and makes the brand accessible for all. Later on, a secondary typeface was picked – Appetite New, which contributed a little bit of extra twist.

Content Тypeface

The primary typeface is Officina Sans, which was chosen because it is more casual, simple and makes the brand accessible for all. Later on, a secondary typeface was picked – Appetite New, which contributed a little bit of extra twist.

Content Typeface

The primary typeface is Officina Sans, which was chosen because it is more casual, simple and makes the brand accessible for all. Later on, a secondary typeface was picked – Appetite New, which contributed a little bit of extra twist.

Stationery

The Fantastic shopping bags are designed to amuse and uplift clients. We thank Fantastico’s marketing team for continuing to use and adapt them to this day.

The Fantastic shopping bags are designed to amuse and uplift clients. We thank Fantastico’s marketing team for continuing to use and adapt them to this day.

Uniforms

Another major part of this case are the branded uniforms for employees. Their design includes a combination of pictograms and positive messages which reference the good attitude and attention Fantastico has for its clients. They serve as a positive mood booster for both employee and client alike.

Uniforms

Another major part of this case are the branded uniforms for employees. Their design includes a combination of pictograms and positive messages which reference the good attitude and attention Fantastico has for its clients. They serve as a positive mood booster for both employee and client alike.

Packaging & Branding

Packaging &
Branding

Indoor Signage System

The graphic identity in the stores’ interior had to be completely in line with the modern architecture. The visual communication is developed to help customers navigate easily in the store – the pictograms as universal signs help customers quickly identify where products are situated from afar. Meanwhile, the stylish typography is intended to help from up close.

Indoor Signage System

The graphic identity in the stores’ interior had to be completely in line with the modern architecture. The visual communication is developed to help customers navigate easily in the store – the pictograms as universal signs help customers quickly identify where products are situated from afar. Meanwhile, the stylish typography is intended to help from up close.

The architects from Cityscape noticed the need for rebranding and initiated the competition. Since then, they have been honoring our designs and applying them properly.

The architects from Cityscape noticed the need for rebranding and initiated the competition. Since then, they have been honoring our designs and applying them properly.

Exterior

We designed the big “Ф” totem that sits in front of every Fantastico store. It is the most recognizable symbol in Fantastico’s current branding – bright and easy to see from a distance, there is no way to miss it.


The icon megapack we created has given the store architects a lot of design options. The icons have been frequently displayed on the large windows of Fantastico’s exterior, where they are visible both from the inside and outside of the stores.

Outdoor Advertising

The color palette and graphic elements we used are further developed in various advertising materials and signs that effortlessly attract eyes.

For Fantastico’s new store opening campaigns, Ralev.com team designed fun and memorable billboards that really do make an impact in 5 seconds or less. We ensured that Fantastico’s outdoor advertising is both eye-catching and effective.

Outdoor Advertising

The color palette and graphic elements we used are further developed in various advertising materials and signs. For Fantastico’s new store opening campaigns, we designed fun and memorable billboards that really do make an impact in 5 seconds. We ensured that Fantastico’s outdoor advertising is both eye-catching and effective.

Motion Graphics

Click on the image to play the video!

In this TV bumper ad, we reference the running show “Hell’s Kitchen” with the message “Devilishly good place for shopping”.

TV commercial for Fantastico’s charity campaign “SOS Child Homes”.

Played at the fresh stands at the stores, this video informs about the benefits of drinking freshly squeezed orange juice.

TV overlay banner commercial.

Motion Graphics

Click on the image to play the video!

In this TV bumper ad, we reference the running show “Hell’s Kitchen” with the message “Devilishly good place for shopping”.

Played at the fresh stands at the stores, this video informs about the benefits of drinking freshly squeezed orange juice.

TV commercial for Fantastico’s charity campaign “SOS Child Homes”.

TV overlay banner commercial.

Initial Brandbook Proposal

Initial Brandbook Proposal

Project Summary

Project Summary

Тhe case timeline
The case timeline
Vladimir Nikolov
Vice president at FANTASTICO

Ralev.Com has proven that they are qualified specialists with exceptional knowledge and skills, who are flexible in their approach and receptive to client needs. Their work and services are always delivered within the set timetables and in accordance with our requirements and the high industry standards. We recommend Ralev.Com as a reliable partner that is efficient, precise, and easy to work with.

Next Project
National Toll Collection System Branding
BGTOLL