| Brand | DEPECHEMODE |
| Product/Service | 6:05 |
| Entrant | JWT Beirut, LEBANON |
| Category | Corporate Identity Schemes |
| Entrant Company: | JWT Beirut, LEBANON |
| Design/Advertising Agency: | JWT Beirut, LEBANON |
Brief Explanation
The challenge was to help DEPECHEMODE reconnect with its A-list clientele, that is well-traveled and in-the-know, and that is always looking for a more personalized experience.
The objective was to introduce something entirely new onto the high-end Beirut scene, where retail is competitively in constant growth.
So, we developed a creative business solution we called: 6:05® at depechemode.
The Brief
DEPECHEMODE - a high-end fashion boutique - came to us with a problem: the business was successfully expanding but was loosing touch with its loyal clientele.
How the final design was conceived
Stemming from the usual happy hour gathering, 6:05® at depechemode is an experiential space that comes to life every day at 6:05 sharp for Happy Hours of another kind. A meeting place of choice in constant activation through daily events and an ever-changing line of products.
Built around a versatile color coding system and always renewing itself, 6:05®’s logo was designed as a stylized representation of that specific time. Its function goes beyond branding, and becomes a memorable call-to-action; reminding the audience that it is ‘time to meet’.
Indication of how successful the outcome was in the market
6:05® is a name that is not only visually memorable, but also adds a communication and call-to-action tone when mentioned.
As consumers were exposed to it, 6:05® became an iconic representation of a concept, space, address and identity.
The versatility of this corporate identity made it easily adaptable to any medium, in-store element and product. Transforming 6:05® into a ‘product brand’ in itself, while also renewing the perception on the mother-brand.