C&A has been in business since 1841 and so, from time to time, the whole world of C&A needs refreshing. New competition emerges, new fashion emerges, new stores emerge, new patterns of retailing emerge – on-line and so on; sustainability and other environmental concerns become important – it all keeps moving. Then, C&A pauses, reflects and looks at what it’s doing so that it can keep its unique culture, its soul, and at the same time stay absolutely relevant with every contemporary development.
Over the past few years, Saffron has worked closely with C&A to refresh the brand and sustain a long-term strategy that underlines the family and its place at the heart of everything that C&A does. The key has been to change seamlessly – an evolution.
C&A cares for its customers, for its own people and for its impact on the world. We developed a brand idea to reflect those values and produced a revitalised visual expression based around the traditional C&A visual elements. This has brought the brand strategy to life for customers and staff and has been reflected in everything from product development through corporate social responsibility to the new in-store experience.
In 2011 C&A celebrates its 170th anniversary in Europe and, with Saffron’s help, it looks as fresh and exciting as it ever did.
