| Lantea Group
2009 REBRAND 100 Winners > merit
Industry/Sector: Textiles and Apparel & Accessories
Enterprise Rebrand
Country Base: Croatia
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting/Challenge -
• Lantea went into rebranding in order to strengthen its position in the marketplace and in the minds of the consumers
• Lantea started losing its market value and loyalty with its most loyal customers as well as being perceived as unattractive and unpopular with the younger consumers
Strategy -
• we changed the model of brand architecture from branded house to the house of brands and removed the name Lantea as a store name
• Lantea became solely a corporate brand and changed to Lantea Group
• Lantea Group has a group of sub-brands that function on their own and have a two-way relationship with the corporate brand
• each sub-brand has a unique target group, brand positioning, brand image and communications
• for example, some of the sub-brands’ brand attributes and short description:
- Vrtuljak (Merry-go-round) – playful and fun chain of stores with children’s clothes, toys and equipment
- Ritual - attractive, comfortable and modern underwear stores
- Moderato - elegant, classic, reliable, stylish stores offering middle to high priced clothing
- Centra - friendly low segment stores for household items and clothing
Result -
• rebranding has modernized Lantea Group’s image and it has become more competitive
• Lantea Group has increased its revenue by 17% in an already saturated marketplace
Credits:
Client: Lantea Group - www.lanteagrupa.hr
Brand Strategists/Designers: Brandoctor - www.brandoctor.com
Senior Brand Consultant: Anja Bauer Minkara
Creative Director: Moe Minkara
Naming Consultants: Anja Bauer Minkara, Maja Bencic
Copywriters: Anja Bauer Minkara, Thomas Bauer, Ivan Cadez, Ivan Cepelak, Maja Bencic
Implementation: Jelena Mezga, Helena Rosandic
Designers: Igor Manasteriotti, Ruth Hoffman, Tomica Jurica Kacunic, Jurana Puljic, Ana Belic
Art Director: Igor Manasteriotti
Illustrator: Davor Rukovanjski
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