Gospodarul Profesionist is one of the established product brands, introduced in recent years by Riviera Works, one of the important local players in the DIY & Garden category on the domestic market.
From the desire to connect the brand to the new consumer trends and to launch new product ranges specific to the category, Riviera Works needed a rebranding of the product brand, to align it with the rest of the brands developed in the portfolio. The challenge came from the multitude of different products, which had to be standardized at the packaging level, both visually and at the level of the layout of technical information.
The business challenge
The story of the brand begins with childhood memories, with the idea that being a good householder is a virtue that deserves to be encouraged and supported, thus the brand is positioned at the intersection of tradition and innovation, between practicality and performance. With the new slogan “We put the power in your hands”, the brand aims to democratize access to reliable tools and implements and carry forward the essence and promise of the brand, to always be there, with each customer, in every step of their journey of work and fulfillment in the household. Once these coordinates were defined, they ensured the foundation of the Gospodarul Profesionist brand and were the basis of the source of inspiration both for the rethinking of the graphic identity and for the development of the packaging master and external communication materials.
The branding solution
We imagined the Gospodarul Profesionist brand as an accessible, modern and reliable brand, capable of bringing added value to any target consumer, a brand truly anchored to their needs and which can quickly adapt to changes in the market. The proposed graphic style combines a play of clear colors with vigorous fonts and simple, italic graphic shapes with flowing lines to convey the flexibility, simplicity and friendliness of the brand. Shades of green are directly related to the category, being associated with ever-changing nature, the outdoor environment and gardening and farming activities.
We chose dynamic photos that capture the products in motion and in direct connection with those who use them every day, to reinforce their practicality and hardworking spirit. At the same time, these images, together with the developed identity elements, are integrated into the communication materials in different ways and angles to emphasize the dynamism and allow the use of diverse brand content.
Brandfusion: Mona Ursu (CEO), Ruxandra Trică (Senior Brand Consultant), Ștefan Ferencz (Brand Design Director), Oana Turtă (Senior Brand Designer), Adrian Boc (Digital Brand Manager), Andrei Dobre (Online Brand Manager), Elena Dumitru (Brand Designer), Rareș Coban (Brand Designer).
Garden.ro: Bogdan Giurgescu (General Manager), Ștefan Carăușu (Project Manager).
Source: www.iqads.ro
