Irisimo | Max Mind Tech

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Irisimo complex rebranding

SEGMENT
Accessories and jewellery
E-commerce

LOCATION
California

SERVICES
Naming audit
Naming
Available domain analysis
Rebranding
Storytelling

Introduction

IRISIMO, previously Hodinky.sk, is a successful e-shop selling watches and jewellery with more than 15 years of experience.

Previous Slovak logo

Assignment

The first problem for Hodinky.sk arose with their expansion to foreign markets. In Slovakia, their name was hodinky.sk, in Hungary proKarórák.hu and in Romania proCeasuri.ro.

In addition, as they no longer sold just watches and enriched their product portfolio with jewellery, the name was not fit anymore. Our assignment was to solve the naming problem. On all markets.

Our approach

Since the beginning, we wanted to turn a successful e-shop into an equally successful brand. That’s why we decided to create a single name applicable on all markets. This would also unify the fragmented brand under a single brand. The decision later proved to be right and efficient. However, it was not easy to implement.

„,One name to rule them all“

Creating a name that is easy to pronounce yet sufficiently distinctive, with marketing and visual potential – this was a must for us. In addition, we set ourselves another goal, to incorporate emotion into the new name. At first hearing, reading and sight.

Solution

After an initial audit of all the names on all the markets, we launched a renaming process. In the first stage, we came up with IRISIMO. After analysing available domains, we continued with the brand’s storytelling and logo design.

Name

We came up with the name IRISIMO. This is a blend of two words:

Iris, Greek goddess of the rainbow portrayed with a glossy veil. It symbolizes hope and a promise that there are better days to come.

momentum, meaning stimulus, impulse, and focus on the present moment.

a.
the name is easy to pronounce
b.
it’s unique and distinctive
c.
easy to remember
d.
visual and marketing potential
e.
available .com, .sk, .cz and other domains
f.
matches the company’s mindset

Storytelling

Words must be translated into different languages, but stories are universal. You just need to grasp them with at least one of your senses and pass them over like a message in a bottle.

Our storytelling enhanced the new name and created new communication opportunities for the brand.

Follow the rainbow. You’ll find a treasure. It doesn’t matter whether you choose a watch or jewellery, it takes just one moment to make you shine.

Logo

We also created a main logotype for IRISIMO. Simple, clean, functional.

Summary

IRISIMO, previously Hodinky.sk, is a proof that change is often inevitable and sometimes the biggest risk is to remain the same.

MaxMindTech has unified local brands under a single international brand. This was the most important change in the company’s history, which started a new chapter for our client. Under the IRISIMO brand.