Cafe Bazaar Brand Refresh

Introduction

Cafe Bazaar, an Android marketplace, offers a vast selection of 100K+ games and apps, establishing itself as one of the tech giants in Iran.

This article reviews the Cafe Bazaar brand refresh project, which involved collaboration with an in-house UX design team. In my role as the product design leader, I actively participated in the rebranding working group, contributing consistently to achieve the best outcome. The goal was to align the brand perfectly with the current product and propel it forward.

Role

Senior UX Designer

Collaborators

Visual Designer, UX Researcher, Brand Manager

Time

Feb 2020 – May 2020

Challenge

The company decided to change the logo and improve the communication language of the brand to enter the Video on Demand (VOD) market.

The company has used this classic form with a brown color tone as the product logo since 2011. Now, more than 30 million users are familiar with this app icon on their mobile phones.

How might we modernize the logo visually while retaining the basket concept?

Discovery

I conducted several studies both before and during the design iterations. We surveyed our two main user segments to identify the factors they associate most with Bazaar. This process helped us extract the archetypes of the Bazaar brand.

User segmentation:

  • Grey users (Loyal but not frequent users)
  • Loyal users (Game players and active explorers)

We also organized a focus group in collaboration with external partners to gain clearer insights into our brand from the user’s perspective.

Ideation

facilitated an in-house design workshop by inviting designers from the product, branding, and marketing teams.

Ideation

Testing

I created a content inventory consist of logo and color usage across the product and diferent mediums and times. At the same time I researched color psychology studies for digal and marketing.

Final Step

We did an inter-company survey to find out how much the candidate logos are acceptable and satisfactory to the people who work for the company.

After narrowing down the possible options and running many test sessions we finally reach the best possible option and which was a mono-color filled form of basket logo. And after that, we get into form detailing.

After finishing the logo design process we create a list before rolling out the design:

  • Create visual asset
  • Brand guidelines for print and product
  • Badge usage guideline
  • A logo motion
  • A landing to introduce the new logo
  • An English blog post to introduce the new logo