At the shelf level, the winning brands are the ones which are relevant within their category
"In an industry dominated by private labels and international brands, Global Plast has established itself as a reliable Romanian company. The new corporate identity helps the company communicate the idea of "Your Partner in Householding». Switching from the monolithic architecture to a branded one, as well as the product brands created have increased the shelf visibility and attractiveness"
– Dionisia Sandu, Brand Consultant
Prior to the rebranding process, Global Plast was a monolithic brand, using the same identity and promise (Always At Your Disposal) towards both the corporate business partners, as well as on the shelf and on the packaging of all products in the portfolio. The proposed strategy has consisted in the transition from a monolithic architecture to a "house of brands" type of architecture.
The corporate slogan, "Your Partner in Householding", talks about shared trust, about a partnership for business development, but also about leadership.
Our recommendation for the Global Plast team was to create three product brands, one for each category, as perceived by the consumers: a brand of paper products, a brand of cleaning and household products and a brand of disposable products .
To differentiate at the price level (economic, basic, premium), we implemented a vertical hierarchy, using descriptors such as : Classic, Basic, Pro, etc.
We also implemented the packaging design for the three products based on the positioning suggested by the names and respecting the visual language required by each category. The price differentiation between products belonging to the same brand and the opportunity to expand the concept proposed on a large number of products with different packaging support - these were two important criteria that we have considered in creating the master packaging.
The project also included the development of an implementation guide of the master packaging for each product type
Auditing, Corporate Brand Strategy, Corporate Identity, Product Portfolio Architecture, Product Brands Naming, Packaging Design
Current corporate identity
Relevant positioning within the category
Three attractive product brands on the shelves