Aquafon — Always on the same wave length with you

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Aquafon — Always on the same wave length

Context

Aquafon is the first and the biggest mobile carrier in Abkhazia. After renewing technical equipment the company felt like it was time for rebranding.

Task

Company's marketing team reached out to us with a task to carry out a complex rebranding, shape brand's tone of voice and set rules for brand communication.

Solution

Although Abkhazia is very close to Russia, it's still a different country. That is why, apart from briefing and a series of in-depth interviews with product and marketing teams, we decided to do field research to fully dive into the project.

For a few days our strategists were studying Abkhaz mobile market, visiting customer support centers and observing how Aquafon employees and competitors work with their clients. It was important to talk to the locals about their needs and pains when it comes to using cellular service.

We presented the results of our research during an 8-hour workshop, where we developed a new brand positioning.

All those efforts resulted in a neat brand strategy. The most crucial was to find a major enough insight, which would touch each and everyone in Abkhazia, and weld it with Aquafon brand. We focused on the cultural insight and gave people a friendly brand that is always on the same wave length with everyone. The carrier that does everything for the homies and inspires every day.

Based on the new positioning we formulated the key metaphor and tagline for the brand — "Always on the same wave length". It makes great play with the brand name and conveys the important role it plays in the lives of Abkhaz citizens.

Brand graphics are built around two waves flowing towards each other. They symbolize a dialogue and bring dynamics to brand communication.

As the brand occupies a lot of ad spaces located on the lovely streets and among picturesque Abkhaz views, it was important to create a flexible visual identity that would make Aquafon stand out but exist in harmony with the environment around it.