Doménica is the first cycle store to focus exclusively on women. Situated right in the heart of Barcelona, it is conceived to connect with the female cyclist and offer her a unique brand experience.
The challenge
Tomas Domingo, the first specialised cycling store in Spain, realised there were many women who did not feel identified with the store or felt that it offered them anything special. So, seizing the opportunity, it decided to establish a new store concept with emotional branding that would allow the woman to feel the new brand approachable and help create community.
Branding from the more sociable, friendly, fairer side of cycling to connect with a female target.
The strategy
We defined the DNA of the new brand: urbanite, optimist, voyager and vital. The concept chosen for the name sought to combine roots (Tomas Domingo), femininity and enjoyment: Doménica, the female cyclist. Then, on the basis of emotional, meaningful branding, we created a corporate identity that took on board all the key points of contact to enable it to achieve a relevant, differential brand experience.
The result
Doménica, the female cyclist, has established itself as an international benchmark, both for the sector and for the female cyclist. Pulling together strategy, creativity and design enabled us to develop a brand concept that goes right from the very essence of the brand through to the smallest detail of practical implementation.
