E1 rebranding
a new vision of a major brand manufacturer of wardrobes
Goals
- To give the brand a visual and ideological meaning without changing the name.
- To build a flexible platform for a future marketing activities.
*The name itself was formed almost without any ideological justification 20 years ago and originates in the marking of plywood for cabinets. We wasn’t afforded to change a brandname. This was the special trickiness of the task.
*an original logo, before rebranding
The base idea — logo
E1… e1… e1
That is a formula! A bit strange, but very plain formula.
And that’s what we do need: wardrobes and closets are designed to be a storage formula!
like:
X Y Z / t2 = Е Const
ρ : M × M → R
е=mc2
We develop this idea graphically, exploiting the similarity with a mathematical or physical formula, using terms that are relevant for storing things: order and storage.
It’s a formula. An extremely simple formula for storage
We intentionally use very simplified view of math formulas — in the first degree, as a grotesque mockery of the science complexities.
+ Emotional values
According to the results of market research, conducted by our marketing department, it was revealed that the major part of audience of this product is new settlers. They experience a lot of discomfort from moving, repairs, arranging furniture in a new home. Physical efforts, time and composure are also important for them.
Therefore, we add not only rational, but also emotional to brand communications.
Preserve efforts
Visual perk: concise logo
We can use the full canonical version of the logo identity in most cases, but we can also use a shortened light version of the logo when the full one is redundant.
Dynamic perk
In animations we use the dynamics of sliding doors of a wardrobe.
A Note1
I had to internationalize all the brand taglines for this case study because in Russian they look like this:
God bless the international letter “e” and e=mc2 formula… The brand could be “translated” in 10 minutes.
Vizual perk: dark/light
a simple and rational visual allows you to easily use a dark and light theme for decoration. The brand lives off ideas, not colors
The result
The new concept wasn’t a visual refreshment. It got a new key idea.
I have “coped” with the original brand name (that originally has no marketing background at all).
There are much “loopholes” left for further marketing: taglines, visual ideas, and ways of implementing campains and so on.
Concept has strong visual perks — not only text idea and taglines.
Brand became international.
My role
idea & logo
presentation concept
participation in marketing research
creative wireframes
applied design
animation
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