The owners of Riviera Works wanted to ensure that through the new product brand they could make visible the existing business know-how and communicate the constant effort to meet as many of the needs of the end customers as possible, and so they turned to Brandfusion to match the brand to the specific category and type of audience.
The Business Challenge
In the desire to expand to a new category of users and launch new products for the micro-farm category, Riviera Works needed to develop a new product brand that would work alongside the rest of the developed brands and that could be easily communicated online, given the context of the COVID-19 pandemic and the constant growth of online sales. The challenge came from the multitude of different products, which had to be unified at the packaging level, both visually and at the level of the layout of the technical information.
The newly developed brand, Wolfson, a young and modern product brand in the category, allowed the company to launch new products aimed at a different user profile, thus helping to expand the business, both as sales and sales channels, the brand being a success in online.
The strategic approach
At the strategy stage, we set out, first of all, to learn more about the category and about the target audience - people who are passionate about agriculture, do-it-yourselfers or micro-farm owners. The next step was to understand what key benefits and peculiarities they pursue in each product typology, as well as what common perceptions and attributes are found in this category. Once these coordinates were defined, they provided the foundation for the Wolfson brand and formed the basis of inspiration for both identity expansion and the development of the packaging master and external communication materials.
Branding solution
We envisioned the Wolfson brand as a strong, modern and reliable brand, capable of adding value to any target consumer, a brand truly anchored to its technical category and able to adapt quickly to changes in the market. The proposed graphic style combines a game of clear colors with vigorous fonts and simple, technical graphic shapes with oblique lines to convey dynamism, power and safety. The orange color is related to the category, being a classic color for the typology of technical products.
We chose dynamic photos that capture the products in motion and in direct relation to those who use them every day. At the same time, they are integrated into communication materials in different ways and angles to emphasize dynamism and allow the use of diverse brand content.
