Svar — New Russian household appliances brand

•

Svar. Made in Penza

New Russian household appliances brand

Project context

Until 2017 “PPO EVT im. Revunova” company produced household appliances (stoves, stovetops, boilers) under De Luxe and Electronicsdeluxe brands. It has reached a considerably good level of production quality and sales. However, each year both brands were becoming more a more obsolete to compete in the modern landscape of household appliances. They failed to create any added value in minds of both distributors and end-buyers.

Having ambitious business objectives regarding sales growth and entering new internal and external markets the company decided to undergo total rebranding and for the first time invest in highly extensive communication channels in order to reach the end-buyer.

Task

Plenum had a complex task that involved helping the сompany with rebranding and communications and coming up with a strategic approach to brand architecture that would include existing and possible new product categories.

Strategy

In order to develop rebranding strategy we talked to the company’s stakeholders and conducted a deep desk research of competitive landscape and customer needs regarding various household appliances. Based on the data, we developed a new strategic brand platform putting “European level household appliances from Russia” positioning in its core.

Apart from the new brand name and identity based on the brand platform, we also developed a new approach to product lines structure and factory-to-market introduction strategy. Together with the company’s marketing team we came up with a specific positioning for product lines designed for six various distribution channels (wholesale and direct supplies, various types of wholesalers and retail).

In addition, we provided the company with a detailed communication strategy for the brand launch period and a long-term approach to communication.

Logo

The brand identity had to communicate “European level” and “Russian origin” at the same time. The solution was to use two different approaches to each element of the brand identity. For example, logo font is a stylized Old Slavic “poluustav” font, but created with a mathematical accuracy and strict modular grid. Laconic logo graphics make it easy to use. It is especially important for household appliances brand where the surface for the logo may have various textures, colors and materials.

Color scheme is unique for the market that is filled with classic category schemes of light blue and orange/red tones. In Svar’s case bright green communicates emotional and open-hearted Russian character and provides a sense of cleanness and freshness. Gray is used as a second color to balance the color scheme and communicate control, professionalism and responsibility.

Brand identity includes two types of textures – signature ornament and photographic textures. Russian ornaments are very diverse and unique depending on their origin; some of the ornaments (like Khokhloma, Gzhel, Zhostovo) are well-known in other countries. We created generalized signature ornament and visualized it in modern linear style.

In addition to the ornament we use toned photographic textures – surfaces that are widely used in modern kitchens: polished aluminum from a stovetop, dissected wood board texture, kitchen table stone surface.

For each product manufactured by the company we developed pictograms that are always used in communication materials. One of the pictograms is highlighted depending on the specific product in focus.

Brandbook

The brand identity is easily constructed from all the basic elements to create simple and diverse system. Simple logic thoroughly described in “Brand identity guideline book” allows creating various but always consistent brand communications.