| NICI GmBH
2009 REBRAND 100 Winners > merit
Industry/Sector: Toys, Games, Hobbies
Enterprise Rebrand
Country Base: Germany
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - NICI is a German manufacturer of high-quality stuffed animals, both of its own design and as a merchandising licensee. Its products are sold in over 60 countries.
Challenge - Economic challenges led NICI to completely reposition its brand and to restructure its product line in 2006. NICI set out to become an international lifestyle brand offering products and accessories that enhance young women's joie de vivre.
Strategy - MetaDesign developed a brand world that expresses the new brand values: creative, vibrant, and‚ inspiring. NICI becomes a love brand. This brand strategy sets the standard for NICI's branding, product design and product line development.
Result - NICI's new brand world gives consistent expression to the brand's new positioning. MetaDesign added an image logo to the NICI wordmark. The star, the hallmark of the new brand world, symbolizes the radiance the NICI brand brings into the lives of its customers. The lustrous effect and the rounded shapes of the logo add value and glamour to the brand's appearance. Intense colors, the new corporate typeface FS Lola and imaginative photography draw the viewer into an exciting word full of emotion. To launch the new brand world, all NICI employees received a brand pocket guide designed like a passport. The NICI online style guide provides detailed information on the brand and on the use of the corporate design. As part of the brand strategy MetaDesign also developed product labeling, the website, advertising media design and a concept for the interior design of NICI shops.
Credits:
Client: NICI GmBH - www.nici.de
Brand Strategists/Designers: MetaDesign AG - www.metadesign.de
Chief Design Officer: Uli Mayer-Johanssen
Creative Director: Florian Dengler
Brand Innovation Director: Angela Knewitz
Concept Director Interactive Branding: Arp Dinkelaker
Senior Designer: Siri Poarangan
Brand Consultant: Nina Reininger
Account Manager: Josefine Cox
Interactive Designer: Steffen Kamprath
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