The joy of discovery

Choose me

This is a story about differentiation and about the ability of brands in a competitive market to connect with the desires of their audience and create preference from that connection. When brands create distinctive, authentic, and meaningful value for their customers, they are able to demonstrate that they offer something unique that others don't - and they are able to build loyalty within their customer base and attract new customers.

Chozen is an e-commerce site for luxury products that comes from the most saturated market there is - retail. Is it possible to compete with everything the world has to offer? ASOS, Next, Revolve, and more, or everything Israel has to offer? At exactly this point, we began a joint process - how do we give our customers a reason to buy from us?

Those who know, know

We discovered a key insight during the strategic process from the audience: it seems everyone buys from the same stores, dresses in the same way, and follows the same trends. The desire to feel unique while still staying on trend is a key driver in the decision of where to shop.
The positioning hits the nail on the head - "A shopping site for the ones who know" - those who don't follow the crowd, who are looking for their uniqueness, who others take inspiration from what they wear, who love to see, search, find something special that suits them, a new look or a great deal. The brand essence complements the positioning and emphasizes the "joy of discovery" - even before the purchase, the process itself creates value for the customer. Discovery is a whole new world, discovering a new brand, a new look, new products and that's just the beginning. 

Spotted

The joy of discovery is expressed in the moment of identification. Of putting the spotlight on the one item that does it for us. To mark it, zoom in on it, and put it front and center. This is why we based our visual concept on a circle, a spotlight that symbolizes the joy of discovery. We created a logo with a unique font that expresses the brand's premium and elegance, along with a round symbol that both differentiates Chozen from its competitors and serves as a magnifying glass or a tool that "captures" discovery. The grid is also made up of circles that give the spotlight to different discoveries. The photographic language and the main shooting angle, fisheye, create a sense of stylish treasure hunters. All that's left is to shop.