Creative Intelligence

Soloson

Soloson

White Goods, Household Products and Kitchenware, Dubai, UAE

Consumer and Lifestyle

Insight

Mr M is an extraordinary entrepreneur with an extensive business empire built on global import and export trading. Over time, his business has evolved to the manufacture of multiple private label brands aimed at emerging markets around the world. However, as the business expanded he soon encountered the power of the major players in his markets and as a result needed to develop strategic and tactical solutions to carve out and secure his own market share.

Challenge

We were tasked to review and recommend an appropriate brand hierarchy and establish a strategy for leveraging the maximum equity from his brand portfolio. This included consideration of appropriate brand naming and IP strategies, together with visual identity solutions for a diverse range of products, packaging, sales promotions collateral and related marketing communications.

Solution

We unified and realigned all his white goods and electrical products under one new brand name, and developed a cost efficient strategy to protect our client's intellectual property around the world. We also recommended and designed a monolithic visual identity based on the results of our research, which found 74% of people in our client's markets perceived Italian made goods to be superior to all others. As a result, Mr M established strategic partnerships with a number of Italian manufacturers and we enshrined the Italian national colours and language as central elements to the new visual identity. This is now applied across the entire brand estate - from operations to products and packaging.

  • Soloson Logo
  • Mg 0032
  • Mg 9552

Insight

Mr M is an extraordinary entrepreneur with an extensive business empire built on global import and export trading. Over time, his business has evolved to the manufacture of multiple private label brands aimed at emerging markets around the world. However, as the business expanded he soon encountered the power of the major players in his markets and as a result needed to develop strategic and tactical solutions to carve out and secure his own market share.

Challenge

We were tasked to review and recommend an appropriate brand hierarchy and establish a strategy for leveraging the maximum equity from his brand portfolio. This included consideration of appropriate brand naming and IP strategies, together with visual identity solutions for a diverse range of products, packaging, sales promotions collateral and related marketing communications.

Solution

We unified and realigned all his white goods and electrical products under one new brand name, and developed a cost efficient strategy to protect our client's intellectual property around the world. We also recommended and designed a monolithic visual identity based on the results of our research, which found 74% of people in our client's markets perceived Italian made goods to be superior to all others. As a result, Mr M established strategic partnerships with a number of Italian manufacturers and we enshrined the Italian national colours and language as central elements to the new visual identity. This is now applied across the entire brand estate - from operations to products and packaging.