| Alevia
2010 REBRAND 100 Winners > merit
Industry: Healthcare/Pharmaceuticals
Enterprise Rebrand
Country Base: Romania
Below: Before Images, Rebrand Images, Summary, Credits
Summary:
Industry Setting - Florilex Pharmamit is a regional tea and food supplements manufacturer, that reached nation-wide distribution by the end of 2007, thus facing increased competition from top market players.
Challenge - Following a brand audit and market study, the client identified a series of challenges for the branding process:
• Create a competitive product brand with a new name and identity
• Avoid a drop in sales volumes due to change of name/look
• Get rid of the perception of a cheap, small player and build a positioning based on emotional attributes, not only price
• Allow competition with top players at national level (Wallmark, Himalaya, Europharm etc.)
Strategy:
• The new brand positioning was of a warm, harmonious friend, that helps you see the good parts of life.
• The new name, Alevia, replaced Florilex Pharmamit both as a product and as an organizational name (the audit revealed that sales are driven by manufacturer reputation, thus the need to link the product and organization name).
• A new visual identity, packaging system and tagline (“Strop de bine”—transl. “A drop of wellness”) were created to support the positioning.
• The new packaging system supports a flat, yet flexible brand architecture for a growing portfolio of teas and food supplements with over 90 products.
Result:
• Food supplements sales increased 55% one year after the launch of the new brand, compared to 20% market growth
• Tea sales increased 250% one year after the launch
• The number of retail locations grew from 1000 to 1700 after the launch
Credits:
Client: Alevia SRL Romania
Brand Strategists/Designers: Grapefruit - www.grapefruit.ro
Strategy: Octavian Tanase, Stefan Liute
Creative Direction: Marius Ursache
Design: Iulian Avasiloaia, Adrian Mititelu, Andrei Procopie
Project Management: Anca Gafiteanu
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