SCIENCE AND CREATIVITY
Brand Situation
2006. A company established in 1994 under the name Guzu Chim by a group of Romanian entrepreneurs led by Daniel Guzu becomes one of the top 3 players on the Romanian paint market. However, the rising turnover, massive investments in equipments, technology and production recipes, one of the most modern plants in Eastern Europe were not reflected in the way the public and consumers were perceiving the company.
The company retained Brandient to redefine the corporate identity, as part of a process aiming to modernize the business and reflect the company’s evolution on an increasingly competitive market
Brandient’s Approach & Solutions
The analysis of the public perceptions revealed the fact that the old verbal identity was portraying the image of a small, entrepreneurial firm and not the new business status.
In order to reflect the transition from an entrepreneurial firm to a growing corporation, Brandient proposed the name “Fabryo”, inspired from the Latin word “faber” meaning “skillful”, “builder” and “craft”. It aims to communicate the talent and craftsmanship that each of the company’s employees are bringing into play when contributing to the product and business development.
The visual identity, simple and solid, plays on the association with Chemistry, placing the name within colorful hexagonal catenae. Together with the slogan proposed by the client “Paint Creator”, the new identity reflects both “chemistry” and “creativity”, respectively science and competencies through which the best products, formulated by chemical engineers using exceptional recipes are able to satisfy even the most demanding consumers.
The new identity was applied and communicated in order to convey the message of changing the name but not the values, whilst keeping the respect for quality and for business partners.
Fabryo identity is placing the firm into the new Romanian industry elite – an elite formed through entrepreneurial effort and competitiveness, which plays by the rules and for whom reputation is paramount. Attracting new financial investors and closing a technological partnership with DuPont came along to strengthen the prestige of the new identity.
