PAINTING NEW COLORS
Brand Situation
2006. The paint creator Fabryo Corporation has redefined the product portfolio and decided to invest in its flagship brands Savana, Ekonomic, Innenweis and Rost. After creating the new Fabryo corporate identity, Brandient was commissioned to redesign the premium brand Savana in order to consolidate the brand’s position on an increasingly competitive market.
Brandient’s Approach & Solutions
Market and consumer research revealed the fact that the name Savana was enjoying high awareness and recall value. Nevertheless, the packaging identity and the related communication were not conveying the premium quality of the product. The packaging was rather suggesting dryness, coarseness and was not credible in communicating the quality attribute. The recent partnership with DuPont for an innovative product (paint with teflon) was augmenting even more the discrepancy between an innovative product of great quality and its actual identity.
In order to refresh the brand in a profitable way for the client, Brandient began with retaining the Savana name, in order not to lose the brand equity built through communication over the past years.
The new visual identity was designed so as to keep on supporting the name but also to inspire quality through life, color and exuberance. Savana was transformed from a dry and coarse place into a show of life and color. The use of animal figures (not only from the savanna) catches the buyer’s attention instantly. Also, that makes developing the brand architecture and designing the product range and its extensions easy and neat.
The new Savana identity conveys with clarity and consistency the positioning of a premium product on the paint market, whilst it also offers a consistent and efficient communication platform.
