Vechro

VECHRO

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Vechro is the company with the top-selling certified ecological paint systems, and the third largest paint and varnish manufacturer, in Greece. However, the company's leadership in the field of innovation and the development of ecological products, starting as early as 2002, was not reflected in its brand identity. As a result, consumers were unaware of its green profile. This meant that the brand struggled to differentiate itself from its tough competitors.
Year 2018 marked Vechro's 70th anniversary and was a landmark for the bold repositioning of the brand on the market, reinforcing its relationship with both professionals and consumers.

Challenge

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Vechro needed to put forward its green philosophy. This would ensure that it covered an open position on the Greek market: that of a modern, responsible, forward-thinking Greek paint manufacturer that respects the environment and satisfies consumers' need for products that will ensure a safer future. The brand's new identity had to offset its leadership in sales and the high quality of its products, while teaching consumers to trust the ecological products οf the industry, which are as efficient as conventional products.

Result

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We wanted Vechro's new identity to be both powerful and earthy. The new logo echoes the current eco-pop trend and reintroduces the company to consumers as an ecological commodity brand, rather than a representative of heavy industry. Vechro's flower-paintbrush is a symbol of creativity and transformation, refreshing both our homes and our moods . It is also a reminder of the need to change that way consumers think and choose: the need to be ecological and responsible. In addition, the bright green colour provides Vechro with a color code that stands out among its competitors.

Vechro's new era began even more dynamically than we anticipated. The company's trade partners, who are the brand's ambassadors, were quick to trust the new identity, and look forward to seeing it go forth and multiply, through new packaging and promotional material.