The aim is to unite the Group (composed of the individual shops, each with its own independent name) by creating a Brand Name to be added to the individual brands already established.

In this phase we would like to focus your attention and creative efforts on developing the Brand Name (later to be transformed into a logo) for the Group.

The name must represent all 8 of the perfume shops.

It will be placed alongside the shops' own logos, established for 50 years, so that each shop will maintain its own identity while simultaneously recognised as being part of a Group.

The purpose is to strengthen communication to targets, in addition to commercial and economic benefits for the companies.

Please avoid using generalised or generic concepts such as words directly associated with: flowers, plants, colours, single adjectives. We are looking for a Name that: communicates our history in the sector and expresses the concept of a group - therefore, we would prefer a name that is not singular, unless it signifies the union of many.

The Name must be simple and easy to remember: it could be invented, as long as it remains inherent to the world of perfume shops and in line with the instructions above.

Men and women with medium/high social status, of an average age between 25 and 50 years.

People who give a lot of importance to their personal image, who always turn themselves out well and who also like to receive advice and updates on the latest accessories and products available.

We establish a very close, almost ad personam relationship and knowledge of our target clients, and we have a lot of returning customers.

Reading our new name, our targets must associate the existing brands with their history and long-lasting presence in the area, while also distinguishing them from competitors (all newer chains, recently created).

Priority should be given to transmitting: experience and tradition, in addition to evoking or suggesting excellent advice for each individual client.

Of course, it must also communicate that we are the same as always, while improving our offer by working together. In addition to quality and wide-ranging assistance, targets must now perceive that by working together we have become stronger and we can also provide our clients with better offers and more advanced services.

We have been present in the area for 50-60 years. We are the historic perfume shops in an historic city.

Our staff are well qualified experts, capable of providing better, more accurate advice than any of our competitors.

We have a vast range of products and assortment.

We also show our attention to clients with surprise presents and free gifts.

We offer advice for purchases according to client requirements, not just to encourage them to buy, but to ensure that customers return.

At the same time, we guarantee lower than market average prices.

We provide excellent professionalism, historical authenticity, tradition and a vast assortment of products.

In particular, the Brand Name will be placed next to the existing brand name on each shop sign.

Of course, it will also feature on all the promotional or advertising material possible,

including both ATL and BTL advertising.