One2Play
2008 ReBrand 100 Winners > distinctionIndustry: Toys/Games/Hobbies - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - one2play is a retailer and wholesaler of toys for both children and grown ups. The Croatian marketplace is saturated, so this brand as it used to be known – LMInfo and Land of Magic (the retail brand) could not break through the clutter. Challenge - LMInfo could not get the right response from the target group because of the inadequate brand image, positioning, name and the logo. Rebranding effort was focused on giving the brand a unique story. Strategy - the strategy was based on research of the marketplace and the minds of consumers. It resulted with brand associations that are embedded in the new brand name and the logo. These associations are playful, creative, imaginative and fun. The brand name, the logo, the toys, the shops, the service in shops and advertising all communicate the same story of happiness, creativity, playfulness and imagination. The logo is easily adaptable for further usage, such as animation of individual characters. Result - Rebranding has changed the way consumers feel about this brand. The brand has an emotional story that involves the consumer on a personal level. The stores are being opened in the most modern shopping malls throughout Croatia. After rebranding the income has increased by 53% in 2007. Credits: Client: One2Play - www.one2play.hr Brand Strategist/Designer: Brandoctor - www.brandoctor.com Senior Brand Consultant: Anja Bauer Minkara Creative Director: Moe Minkara Naming Consultant/Copywriter: Thomas Bauer Copywriter: Maja Bencic Implementation: Jelena Mezga Designer/Art Director: Igor Manasteriotti Illustrator: Slaven Kosanovic Architecture/interior design: Arcus grupa [back] |
