| Calleja
2011 REBRAND 100 > best of awards Enterprise Rebrand Country Base: Malta Industry/Sector/: Energy and Utilities, Electronics, Lighting, Consumer Goods and Services Below: Before and After Images in Slide Show, Summary, Credits • Videos Below Slide Show 
Summary: Industry Setting For 85 years, third generation electrical supplier E. Calleja & Sons set the benchmark for the provision of electrical goods in Malta. However, declining market conditions and the sudden death of their Managing Director helped convince the new management team that drastic action would be needed if the brand was to connect with new customers; the way it had in the past. Challenge Our remit was to help create a new brand positioning, architecture and communication messages that would redefine E. Calleja & Sons as a more contemporary, unified brand. Strategy The project began with research to identify fresh customer insight, key groups and the most powerful benefit for the new brand to own. Following workshops with top management, we gained a consensus on a brand program. This was documented to help people, both inside and outside the company, understand the intent, spirit and expression of the new brand. Over the years, those who chose E. Calleja & Sons as their preferred electrical supplier did so, more because of interest in a given product, rather than the brand. Calleja hopes to correct this shortcoming through a multi-faceted approach that makes dedication, innovation and accountability in their relationships as important as the products they sell. Result At a time when the economy is suspended in a state of ‘wait and see’, Calleja has achieved high levels of acceptance and recognition for their new identity and better positioned the brand for growth and profitability in the future. Credits: Client: Calleja - www.calleja.com.mt Brand Strategists/Designers: Bulldog - www.virtualbulldog.com Strategist, Designer: Ren Spiteri [back] |
