Taubmans
2008 REBRAND 100 Winners > merit
Industry: Home Furnishings and Accessories - Below: Before Image, Rebrand Images, Summary, Credits
Summary: Industry Setting - Taubmans (est 1897) is one of the oldest and most established paint brands in Australia. Challenge - Research showed that it was losing relevance to younger home buyers and renovators, losing market share and in danger of losing shelf presence in major retail outlets. It had to recapture the attention of young Australians and regain the confidence of retailers through a dramatic identity refresh. Strategy - The strategy targets young, affluent and urban adults, especially women, who drive the majority of paint decisions in the home. It uses the uplifting theme, “Today is a great day to paint”, and provides bold emotive colour ideas for brightening up your home. It positions Taubmans as an ideas company as much as a paint company. The proud heritage of the company is combined with its innovative spirit in the brand idea - Australia’s original paint company. Result - The new branding was launched in September 2007 and is gradually rolling out across packaging and communications. Anecdotal reactions in the trade have been most positive. Credits: Client: Taubmans - www.taubmans.com.au Brand Strategists/Designers: Principals - www.principals.com.au Creative Director: Simon Wright Lead Designer: Darren Swain Account Manager: Kate Ellsworth Account Director: Claudia Marvin Print Production: Dean Varndell Strategy: Wayde Bull Client - Position/Name: David Mawby/Matt Hankin [back] |
