A 2018 rebrand from Disney Store to ShopDisney saw the closure of many physical stores and a decrease in brand awareness and sales. In an effort to turn these figures around, the brand wanted to return to its magical and much loved 'Disney Store' roots, but without feeling too dated and nostalgic.
The new Disney Store brand identity needed to remind customers what Disney stands for whilst lifting it into a new, fresh age of customer experience that opened the emotional doors of Disney to people of all ages and backgrounds.
The team really connected with our desire to remind core audiences of the well-loved Disney Store and its values, quality products and guest experience.
Paul Read, Disney
Disney is the great, iconic home of storytelling. Its vast universe of stories span ages, attitudes, styles and experiences. It has something to connect with everyone. We also know from our deep understanding of in-store and DTC experience that each individual shopping journey can be part of a human story. Stories became the heart of our creative solution.
We used a narrative TVC format to weave different vignettes, telling short stories featuring a diverse cast, young and old, connecting to the Disney character that has been a part of their personal story. This was about allowing everyone the chance to reconnect to the brand and products, no matter who they are.
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