| Tchai International develops instore concept for Salem |
For one of the International cigarette brands of JT International, called Salem, Tchai has developed an instore concept to release the communicative objectives on the shop floor which are ever growing in importance. These objectives are to create awareness and build the image of an innovative brand. To emphasize the masculine and authoritarian values of the brand Tchai used square/rectangular shapes. The integrated green fluorescent curve (a high tech bamboo facing the sky) represents a sense of energy and that is what the brand wants to express. For an optimal communication of the fact that Salem is a recognizable and firmly positioned brand with regard to color and shape, Tchai emphasizes this through a strict use of the brand identity resulting in the Salem logo in 3d. To complete the brand experience an LCD screen is integrated, showing Salem commercials. On Kuala Lumpur Airport in Malaysia the concept has been recently introduced. A big wall unit and 2 free standing units for tax free sales of cartons of cigarettes. For more
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