Yezdi Retail Experience
An Exercise in Integrated-Differentiation | Yezdi
The Focus
With JAWA’s launch making waves under the custodianship of Classic Legends, YEZDI was all geared for its own emergence and transformation
YEZDI’s resurrection in the Indian markets prompted the need to have an independent, equally compelling Retail Experience to merge seamlessly with JAWA’s
The team at Elephant was intimated well in advance, at the time of the JAWA briefing, about the future arrival of YEZDI and thus, were able to plan the JAWA store with the YEZDI integration in mind.
The Design
The team at Elephant crafted a counterpoint YEZDI experience, with a ‘Tough on Terrain’ theme with sportier, rugged overtones, providing aspirational messages for these new class of machines
Differentiating YEZDI and JAWA while ensuring that both brands showcased their unique character was a delicate balancing act, achieved via restructuring zones and merging facets.
From the outdoor fascia branding to the merchandise counter, the team ensured that both brands had equal weightage and led customers on the journey of their choice.
The Story
The Czech brand JAWA is no stranger to Elephant, given that we mapped and developed their retail journey for the Indian market following its resurrection by Classic Legends. But the story of these iconic brands coming to life does not end there. Classic Legends simultaneously acquired YEZDI and launched the brand, with pizzazz, on 13th January 2022.
Biking enthusiasts aside, the names JAWA and YEZDI are synonymous and with good reason. While the JAWA origin story can take up an entire case study by itself (and has been explored by us elsewhere), YEZDI was the second avatar of Ideal JAWA (India) Ltd. Incidentally, Yezdi is a phonetic transcription of the Czech verb “jezdí,” which means rides. The family that introduced Jawa & Yezdi to India hails from Yazd or Yezd in Iran. A fusion of these led to the iconic brand name Yezdi. YEZDI bikes, by extension, were Indianized versions of JAWA bikes. They were sportier as compared to their cruiser-counterparts, easy to maintain and overall, had a more rough-and-tough appeal.
In this vein, Classic Legends wanted us to integrate the YEZDI retail experience with what we had already developed for JAWA. Both brands needed to co-exist under one roof while also differentiating themselves from each other, making this the prime challenge for our Retail Design team.
Tough on Terrain
YEZDI’s resurrection in India under Classic Legends echoes their mandate to reintroduce iconic brands to modern Indian markets and with it, brings back the pioneering lifestyle that India was experiencing during its post-Independence era.
YEZDI’s entry into the Indian market via the Iranis is but a testament to this entrepreneurial spirit, where they weren’t simply satisfied being importers – but wanted to be automobile manufacturers in their own right. This go-getter attitude, the will to chart your own path, and to emerge triumphant no matter what the terrain – THAT is the essence that YEZDI embodies and the core theme for the retail experience: Tough on Terrain. This can be witnessed in every element – from the angled dark grey backdrop on the main signboard fascia with overtones of strength and stability to areas like the Legends Wall that depict photo-journalistic stories, oozing charisma and the rider’s indomitable spirit.
In-Store Journeys to Rugged Climes
Right at the frontage, a stylised YEZDI identity takes pride of place on the main signboard fascia, prominently contrasting against a bold, dark grey stripe - a timeless yet sophisticated colour that communicates strength and stability.
Striding past the main door, our YEZDI enthusiast can witness a subtle yet distinct segregation defining JAWA and YEZDI, wherein the YEZDI zone monopolizes the region from the entrance to the Affinity table. Gleaming sporty models grab desired attention upfront, and are be angled to allow for optimal visibility, easy access, and touch-feel.
New entrants can witness large, segmented, canvas-printed visuals – a fitting backdrop for the bikes. These convey the mood, persona and lifestyle of the Y rider as a compelling narrative in monochromatic, grunge imagery. It captures the rigorous landscape and awesome rider camaraderie, while letting them revel in scenarios of their own, replete with thrill and adventure.
The very endearing ‘Legend’s Wall’ has been left intact in its immaculate condition but with a few additional frames to pay homage to ‘YEZDI Legends of yore’, depicting the brand’s pedigree as a collection of emotive, visually engaging photo-stories.
Adjacent to this, the chalkboard now flaunts a new panel, inviting riders to ‘Warm up for the ride’. They can put down their thoughts on this casual surface, or simply just plan the next wild adventure as riders gather around the robust Affinity table.
An essential part of this gathering area, an existing corner shelving unit was outfitted in square perforated metal panelling. Specifically chosen due to its rigid, tough, industrial feel and a classy dark grey matte surface finish, it creates a design language unique to YEZDI. This naturally complements and enhances the merchandise and accessories on display.
Perforated panelling clubbed with the circular YEZDI insignia set below the TV screen, marks-out and reinforces the space as the YEZDI zone.
The common Merchandise Counter has a front face bearing the ‘Y’ along with related JAWA insignia, while the brand wall has a clearly defined YEZDI identity of equal weightage & prominence, but on a dark-grey background. As customers reach this final point concerning their in-store journey, each brand appears distinctly differentiated, allowing them to pick and choose at their discretion.
Ultimately, this retail journey integration, along with the demarcation of specific zones is all about offering dedication and devotion to YEZDI machines. This is a go-to space to frequent with other adrenaline junkies who are aware and have experienced the fact that that they and their YEZDIs will be indulged with affection.