A moment of flow

A new regional hub and shopping destination in Kristianstad. Work included extensive market research and target group analysis, brand strategy, visual identity, interior design, advertising, employer branding and more.

Place Branding
Retail Concept
Visual Identity
Logotype
Naming
Employee Engagement
Brand Communication

Together with Eurocommercial we wanted to reshape the classic features of a shopping mall. We wanted to develop a meeting place that simply makes you feel good. A destination that would offer more than a place where you do all your errands as quickly as possible and then get out.

We skipped the conventional communication (”check it out - 100 new stores - come for opening sale!” etc) and focused on how to become a pride for the whole region. We choose a more emotional approach and talked about what really matters. We captured the nature that surrounds the city with beautiful forests, rivers and lakes and developed a visual identity that was inspired by the landscape both in shapes and colours. If the design could help the customer find that particular moment of flow and make the visit not only effective but also truly enjoyable, the new shopping mall would have a great chance of success.

Results: One year after opening, C4 Shopping is already one of Sweden’s most popular shopping malls according to market studies. The latest figures from HUI Research places Kristianstad as the sixth growth rocket of all municipalities in commerce in Sweden. A strong contributing factor is assumed to be C4. The mall has not only created many new job opportunities - it is attracting more visitors than expected from the whole region of Skåne and Blekinge.

Brand Identity for C4 Shopping Center
Visual Brand Identity for C4 Shopping Center
Signage for C4 Shopping Center
Signage for C4 Shopping Center
Digital Brand Applications for C4 Shopping Center

Let’s face it. Retail today is a tough business. And on top of that, you also need to be aware of the effect on the local community when you do a huge investment like this. Therefor we developed a strategy focused on acting local. Speaking local. Showing that you care. Be a friend. And choosing the name C4 is as local as it gets - referring to the towns founder Christian IV.

The approach of taking on a broader perspective outside your core business is a very attractive strategy to develop a strong and long lasting brand. To show that you care about your society and your fellow citizens gives you a personality and evokes emotions. And feelings, as you all know, is not a bad thing when discussing brand strategy. From our perspective C4 is a great example of how to stay competitive in a retail market with new consumption patterns.

BVD developed a Big Idea for the market communication and together with collaborating agencies we produced the launch campaign containing a thorough social media strategy, several branding films, radio commercials, outdoor advertising and more.

Logo Design for C4 Shopping Center
Design Concept for C4 Shopping Center

Feel the Flow

Print Design for C4
Brand Design for C4 Shopping Center
Brochure Design for C4 Shopping Center
Visual Identity for C4 Shopping Center
Signage for C4 Shopping Center

In close collaboration with the architects from Ramboll we made sure the interior design was aligned with the brand strategy.