The BASHMAG company, which owns a retail chain of 70 stores, is launching a new children's brand of Castler shoes on the market.
According to the brand’s concept, the Castler brand is represented by the eponymous corporate character - not a scary, but pretty ghost. In English, castle means castle. It turns out that the Castler brand character is a cast living in the castle. The pattern consists of a whole family of colorful ghosts that you can not confuse with anyone. And to make buying shoes for children more fun, BrandLab agency, which was developing the brand concept, decided to turn the shoe box into a coloring.
In addition, the strategy of promoting the new brand involves holding children's creative contests, do-it-yourself spider-man workshops and games - playing puddles right in the store as a test drive. The policy of involving the buyer in interaction with the brand will allow the brand to declare itself and subsequently acquire loyal consumers, the developers believe.