Every brand is constantly developing and changing according to natural evolution and modification in the surrounding environment, market system, end-users preferences and competitors’ activity. The inner changes of brand are reflected in its outer image, they update brand and inform the end-user about the modifications, unveil the essence of the renovated brand.
As for brand strategy there are two types of changes: restyling as partial or complete change of brand communication attributes, and rebranding as a complex solution of brand repositioning, change of its strategy, ideology and inner values that cover all the aspects of brand life.
Complex brand restyling, development of a new collection of unique packaging designs with modern food styling and gastronomical approach.
"Vkusy Mira” translated as “Tastes of the World" is the first Russian brand of natural snacks
Brand White Fox is a chain of prime beauty salons for the whole family located in the most respectable areas of Moscow region, precisely at Rublevo-Uspenskoe and Novorizhskoe highways.
“Orlovsky" is a modern park hotel with a perfect infrastructure offering a prime quality family leisure just in the Moscow suburbs.
"Umalat" company is the largest Russian producer of fresh natural Caucasian and Italian brine cheese
Branding agency “Island of Freedom” restyled the logo and packaging design of natural and organic snacks "Yablokov".
Restyling of the 4LIFE, the well-known brand combining a wide range of natural, organic foods with improved composition
Mustang Feeding Technologies is the leading Russian manufacturer and supplier of feeds for farm animals
The "Moscow Windows" brand restyling: new logo creation, corporate identity development, brand book preparation, catalog design.
The AERODOM Business Centre identity restyling: logo design, brand identity, catalogue design.
DREAM LAND is modern premium Russian brand of unique beds and sophisticated accessories for bedrooms and interiors.
Rasti Bolshoi is Russian brand of infant food products. Development of brand Rasti Bolshoi includes wide range of works: logo design, development of corporate identity, design of packaging for all range of baby puree, porridges and milk stick biscuits.
Australian Trade House is the biggest supplier of high-quality meat products; it is specifically major supplier of marbled beef for restaurants, hotels and supermarkets.
Confectionery manufacturer Dobrininskiy is one of the oldest Moscow confectionary producers, established in 1914.
Kroshka Kartoshka is the leader of Russian fast food. It is the first and largest chain which actively promotes its unique style on the basis of conceptual meal made of baked potato with various feelings.
STARFOODS Menu is selectively formed from an assortment of the most popular dishes of various fast-food formats.
Wardrobe factory Ronikon is the leading Russian brand, national leader among manufacturers of cabinet-type furniture, specializing in production of sliding door wardrobes.
HYUNDAI is the largest worldwide group corporation that combines such industries as mechanic engineering, shipbuilding, production of construction equipment and many others.
Development of the new visual strategy of food product brand Miratorg includes the following: logo design, corporate identity, packaging design, brand book, design of interior solutions, and design of Miratorg corporate stores.
Ostenhoff is a private security agency, providing professional services in the sphere of integral and physical security.
The key competence of EFSOL company combines the following activities: consulting, complex mechanization of production, introduction and support of the software.
This brand is one of the leaders at the Russian market of services in the sphere of aesthetic medicine and cosmetology.
Camelion is one of the leading brands at contemporary market of illumination devices, electrical goods and power supply elements.
Company MONA LIZA is one of the leading manufacturers of home textile goods in Russia. It is targeted at the audience who prefer modern products that emphasize their individuality and sense of style.
Ecotex is a contemporary Russian brand of home textile products which suggests a big selection of high quality products made of natural materials.
Brand restyling is a change in the system of brand visual identification, quality renovation and updating of visual image of the brand with the same name, same values and ideology.
As a rule, the basic restyling targets are the following:
- Brand logo
- Corporate identity
- Packaging design
Need to restyle may be caused by:
Demands of time period, loss of visual image relevance with the course of years;
Incompliance of the current visual image with the brand market segment, with its positioning and commercial targets of the project;
Complications of identification, memorability, difficulties in perception of brand visual identification elements;
Ordinariness, low level of distinguishing from other competitors;
Undesirable associations brought up by brand logo.
Rebranding is a deep and thorough change of the brand at all the levels (from ideology, inner values, brand strategy to name and all outer aspects of the brand – logo, corporate identity, etc.).
Rebranding is a serious strategic step which implies the presence of serious marketing research and exact estimations. This brings completely new brand onto the market which demands considerable investment.
Objective reasons for rebranding are the following:
Serious structural changes within company – consolidation or merger that in fact demands the creation of the new brand;
Expansion and entry onto the new markets;
Considerable change of the market environment such as entry of the stronger and more aggressive competitors, new innovation technologies that demand brand to immediately react and develop new brand strategy, new branding, etc.;
Negative reputation, which can be eliminated only by integral rebranding and development of perception of completely new brand;
Change of the brand role in company policy.