Zavvi hands rebrand task to Live & Breathe

LONDON - Zavvi, the high-street entertainment chain formerly known as Virgin Megastores, has hired design agency Live & Breathe to handle its rebrand.

Zavvi was created after a management buyout in September led by Virgin Megastores managing director Simon Douglas and finance director Steve Peckham.

Live & Breathe was hired following a five-way pitch against undisclosed agencies. The design shop will develop the brand's channels, including in-store and point of sale, as well as handle online marketing and internal communications.

Caulder Moore is overseeing Zavvi's identity strategy (Marketing, 17 October).

Zavvi will be positioned as a CD, DVD, books, games and videogames retailer.

Details have not been disclosed, but the chain is estimated to have cost its owners in the region of £20m.

Zavvi will operate 125 stores nationwide, and plans to rebrand its Irish outlets and a transactional website to Zavvi in January.

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