The retail chain "Zim Centers" has been operating for a decade in the peripheral areas of Israel. Faced with the rapid growth of the suburban population, the shift of shopping to the digital realm, and a general decline in the appeal of traditional malls within the cities, the chain grappled with the challenge of remaining desirable and relevant.

Commando Solo took the lead in the rebranding process, aiming to overcome these challenges and embark on a fresh journey in the retail industry as a strong, pioneering, and innovative player. The chain's identity was closely linked to the name of its founder, Rani Zim, who not only established it but was also actively engaged in the business, bringing in a wide range of ideas from around the world.

During the rebranding process, Commando Solo made the decision to preserve the name "Zim" while moving away from the outdated descriptor "Centers." Additionally, they chose to incorporate a new word into the name, one that would serve as a clear and direct symbol for the suburban customers – a fresh and prominent representation of an urban experience that is seldom found outside the major cities in Israel.

Through extensive research, the name "Zim Urban" was coined, marking the beginning of a new positioning. Alongside the brand name, a new visual language was introduced, including a vibrant signature expressing Rani Zim deep connection to the brand, eye-catching and contemporary colors suited for the digital realm, and a bold and dynamic advertising language for the ongoing activities and campaigns.

www.zimurban.co.il