By conducting an in-depth analysis of sales processes and the layout of the store, we identified specific customer behaviour patterns and opportunities for improvement. In our quest to enhance the sales process and provide a more seamless shopping experience, we made the decision to incorporate a children's play zone within the sales area.

This allows young ones to play while parents explore the products and select the right ones without interruptions. To further simplify things for parents, we divided the shop into intuitive zones and positioned products at eye level, facilitating an effortless overview and offering maximum flexibility. 

Parents can easily locate the zone where children's products are displayed, make intuitive comparisons, and narrow down their selection to the models their children will try on and eventually take home. In other words, we sought to create a welcoming space that places equal emphasis on parents and children.  

In line with our redesigned retail concept, we aimed to ensure that all Froddo stores have a uniform design. To achieve this, we've developed a store manual that contains guidelines for the standardisation of the shop design. The front cover features a light blend of green and white colours, with a playful cartoon character from the Froddo story on the back, symbolising the essence of our store design and brand experience.  

Within the book, we cover the purpose of the manual, concept, design guidelines, and provide an index of materials. Following a thorough analysis that led to our new shop concept, we describe the various types of Froddo stores, including outlets and simple Froddo corners within multi-brand shoe shops, along with specific layout recommendations for each. The book concludes with details about the appearance of promotional materials, sales and offers, communication methods, and other essential messages to effectively reach customers.



Damjan Geber (Creative Director)

Dominik Cergna (Product Designer)

Marina Brletić, Sandra Unterajner (Architects)

Marko Sančanin (Production Manager)

Željka Zrnić (retail analysis)

External associates

Brandoctor (Branding)

Igor Manasteriotti (Art Director)

Mia Marić (Designer)

BooBoo Tannenbaum (Illustrator)

Bruketa&Žinić OM (Communication)

Domagoj Kunić (Photographer)