| Fabryo Corp Savana
2007 ReBrand 100 Winners > distinction
Industry: Interiors/Architecture Materials - Below: Before Image, Rebrand Images, Summary, Credits
Summary:
Industry Setting - The paint and lacquer market in Romania enjoys high growth rates, stimulated by the surge in construction and renovations. That market is also highly competitive for local players.
Challenge - Savana had overspent in marketing its brand over the past years. Yet, apart from the increased name awareness, the brand did not take off. The main hindrance, revealed by the brand audit, was the unappealing identity, which conveyed dryness and cheapness rathern than fluidity, quality, and color. The perception induced by the visual identity was not premium, and did not support a product that was actually innovative and of great quality.
Strategy - The strategic decision was to retain the name equity, but to redesign the whole brand identity around it -- this time with an elegant, classic, colorful and friendly approach. The result is a range of eye-catching package designs, playing around the "natural animal colors" and inspiring quality through life, color and exuberance, not to mention the larger than life images on the livery. Further developing the brand architecture and extensions became also a neat and easy task.
Result - The immediate results were higher visibility and a positive response from both dealers and consumers, reflected financially by the 85% increase of year-on-year sales in the four months following the relaunch.
Credits:
Client: Fabryo Corp Savana - www.fabryo.ro
Brand Strategist/Designer: Brandient - www.brandient.com
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