| Vedrini
2011 REBRAND 100 > merit Component Rebrand Country Base: Croatia Industry/Sector: Food Below: Before and After Images in Slide Show, Summary, Credits 
Summary: Industry Setting • before rebranding, the products (nuts, pulses, seeds, etc.) were sold under different visual identities • some products were named after the company - Primorac, others had generic names, like Almond and Whole Nut • the marketplace was saturated, but lacked strong emotional brands Challenge • the portfolio was unorganized and the brand was completely unrecognizable to the end consumers • the company went into rebranding in order to strengthen its position in the marketplace, create brand awareness and build brand loyalty in the minds of the consumers Strategy • our research proved that people felt good physically, but also mentally when they ate healthier • by analyzing the competition, the consumers’ perception and the product, we found a gap where we positioned our brand • the brand needed to become cheerful and brighten up the day of its consumers • the products were named Vedrini – a derivative form of the Croatian word vedrina, meaning cheerfulness • Vedrini sounds like a plural form as well as a surname and narrates the story of a cheerful family, whose members differ one from the other by their “hairstyle”, made of products themselves Result • all the products are aligned visually because of the clear brand architecture • the name, tagline and visual identity tell a story of fun but healthy products • the brand is strengthened in terms of its brand awareness, shelf visibility, improved distribution, stronger demand by both the end consumer and b2b Credits: Client: Vedrini - www.vedrini.hr Brand Strategists/Designers: Brandoctor - www.brandoctor.com Senior Brand Consultant: Anja Bauer Minkara Brand Consultant: Petra Despot Naming consultant: Anja Bauer Minkara, Maja Benčić Copywriter: Anja Bauer Minkara, Maja Benčić Creative Director: Davor Bruketa Art Director: Igor Manasteriotti Designer: Mia Marić Implementation: Jelena Mezga Guerrilla Marketing Agency: Molotov - www.molotov-guerrilla.com [back] |
