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Vedrini 2011 REBRAND 100 > merit

Component Rebrand
Country Base: Croatia
Industry/Sector: Food
Below: Before and After Images in Slide Show, Summary, Credits


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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


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