Bakalchuk announced the intention of Wildberries to update the brand concept
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Russian online retailer Wildberries is looking to update a “somewhat outdated” brand and logo concept, Tatyana Bakalchuk, founder and CEO of the marketplace, said.
“We are trying to smoothly go into this story (rebranding), we want to “redraw” the logo. We feel that the brand is somewhat outdated, we want it to be read as friendly and modern,” leads her words to RIA Novosti.
The company is already considering possible rebranding options, Bakalchuk added, but there is no talk of changing the name to Yagodki.
In early June last year, at the Russian Retail Week forum, Bakalchuk, responding to a remark by Deputy Prime Minister Denis Manturov about the dominance of foreign names in retail and industry, did not rule out that the company would think about changing the name.
In August of the same year, the name of the marketplace site was changed for a day to the Russian language Yagodki as part of the Black Friday marketing campaign. Later in November Bakalchuk allowed in a conversation with TASS, a partial rebranding of the name and shortening it to the WB abbreviation in the logo. She also noted that the story with “Berries” “went to the people”, so the company still “keeps this topic in mind.”
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