The latest mantra in communication: content, content, content.

Online Fashion Group
Naming and brand identity

Vibrant personality for the first online mall in Romania


In the summer of 2008, we started creating the identity of a site for online shoppers that, at the end of the process, became is an online mall concept that sells a variety of well-known brands. It is the first-ever site in Romania that respects the idea of fashion commerce, offering more than 1,000 products of various brands of clothing, footwear and accessories for women and men, which can be acquired from the day of their launching.

In the first stage, the Re:ply team created the verbal identity (name, slogan) and the visual identity (logo, chromatic set). We wished for a name that would resonate with the target, and summed up the client as well as the agency votes. By joining the two words, “fashion” and “up“, we’re getting a verb, whose meaning of “to be in fashion” and “upgrade your style” is completed by a call to action message. The slogan “Real brands. Online mall.” Has the role of underlining the differentiation elements for the public. It succeeds in capturing in a concise formula what the future virtual shop offers in the online shopping market, pointing up the essential information about the site.

The logo includes the wordmark ( and the logomark (the flower spiral). The color scheme emphasizes the idea of feminity and grace, and the many nuances of violet reflect the diversity of brands and products that represent the essence of this online mall. The wordmark is written in grey, a classic color, always in fashion. The font we used, with a good lisibility, makes the user think of the fashion magazines. This way, the logo is a combination between classic and fantasy, easy to identify with the fashion world.

After setting the identity, Re:ply created a first set of materials for business-to-business communication.


Award for Holcim annual report
Holcim’s annual report developed by Re:ply at the beginning of 2009, has won the second prize at the 8th edition of the Annual Report Contest organized by The Romanian Donors’ Forum.

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04-06-2009, a business and financial daily news site, invited Iulian Puiu, Creative Director at Re:ply, to write an article for the “Editorial” section.

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