QUALITY AND QOMFORT
Brand Situation
Established in 1995, by a young and visionary entrepreneur based in Oltenia, Casa Noastra Company has become in the last three years the largest state of the art Romanian producer of thermal insulation window systems. The sustained growth imposed by the real estate market boom, doubled by a fragmented competition, where few import brands and low quality local offer were mixed secured Casa Noastra business a strong launching point. In 2007, Casa Noastra decided to produce and sell under its own brand the safest and most enduring thermal insulation systems in Romania. For this, Casa Noastra commissioned Brandient to create both a new brand and reshape the corporate umbrella brand identity.
Brandient’s Approach & Solutions
The grounding values for the construction of the new brand originated in the owners’ discourse and in that of the top management: the continuous drive for quality, the care for technological prowess and the constant interest for making an enduring product. The ideal brand vectors revolved around durability and comfort, in a functional, engineering and rigorous approach.
The brand name was coined by combining lexical derivative forms of the terms “quality” and “comfort”, suggesting at the same time sturdiness and endurance. The final version, “QFort” was instantly able to communicate in a memorable manner the brand promise both to a large audience and to specialized clients.
The visual identity accurately reflects the brand spirit, that of engineering virtuosity, with a German touch, while the logo helps placing it in its subsequent category. The chromatic choice (blue-green, white, gray, black and magenta) stresses the technical feature of the brand, conveying trust and durability, key guarantors for the client’s comfort and the product’s quality. Over 150 QFort outlets are to be opened by the end of 2009 in major cities all over Romania.
“Identity design is originated in a wordmark, built with a true engineer’s know-how and within the spirit of Cartesian clarity. It is centered around the symbol of a try square/window corner, thus stressing the preciseness in product construction”—Cristian “Kit” Paul, Creative Partner Brandient.
QFort brand was developed in one year, while, at Craiova, the construction of the production facilities was entering its final stage, thus establishing one of the most competitive manufactures in Eastern Europe. The corporate umbrella brand Casa Noastra was also redesigned and repositioned by Brandient.
