FOR WITTY URBAN CREATURES
Brand Situation
2006. Growing income levels and the changing social context in urban areas prompted demand for out-of-home social and cultural activities. Therefore, the market for print and web going-out guides has a substantial rising potential, a fact proven by competition levels among key local players and international players. Brandient was commissioned by a group of young entrepreneurs in Bucharest to create the new brand for the new web-based startup in the domain.
Brandient’s Approach & Solutions
The brand strategy was built around a dual idea of product differentiation - a city guide twisted with witty opinions in a blog-like manner and the consequent audience profile capable to perceive value on that. Therefore, the brand personality was designed around characteristics like wit, mental sharpness and inventiveness with a twist of self-irony.
The name “Metropotam”, coined from the English/Romanian words “metropolis/ metropola” and “hippopotamus / hipopotam,” was created to define in a humorous and addictive way the urban creature whose aim is to escape the daily chores and to enjoy the life as a pastime trendsetter.
In order to reinforce both the brand strategy and name memorability, Brandient designed “the metropotam” - a witty, cartoon-like character, who guides users through the site and offers them information and opinions regarding city events and locations, entertaining and pleasing the readers. The fiery red hallmark is meant to highlight the assertive passion for city life.
Metropotam is not necessarily about spare time but about life style and community. It is a character you can trust because you are part of it. Metropotam will surely “wittify” the way urban creatures choose to spend their spare time and will definitely change the way the Romanian web based products regard the branding opportunities.
Services: Brand Strategy, Naming, Corporate Identity, Brand Communication.
