Oma is a chain of cafés and restaurants with more than 100 points of sale in Colombia. The brand was associated with tradition and good coffee, however young people did not identify with the brand. Oma evaluated the perceptions of the brand and decided to make important changes to maintain its traditional clientele and attract new consumers.
Marqas developed a strategy that repositions Oma as an experience brand that sells far beyond coffee and pastry products. We redesigned the logo to be applicable in all identity systems and we developed a modular signaling system adaptable to all sizes and prototypes of 'retail'. Oma repositioned its brand and applied its identity consistently through all communication channels to attract younger consumers.