A name change, extensive cultural and linguistic audit, a new visual identity, dozens of brand apps, a new private-label brand and mascot. All under one roof. Thanks to a complex rebranding from our GoBigname studio, 40% more people expressed a desire to purchase Kondela products on their website after seeing their new TV campaign (compared to the pre-rebranding campaign).
Additionally, the online campaign including the mascot that was created during the rebrand demonstrated a 2X better ROI than the same campaign without the mascot.
Humanity as a strategic advantage
After a thorough analysis of the competition, we identified a strategic opportunity to bring more humanity to the visual identity, given the corporate nature of the competition brands versus, conversely, the family tradition at Kondela. The visual identity therefore uses elements of line based on the stroke of a ballpoint pen to connote humanity, reliability and individuality in the approach to customers. We created the signature-inspired logo as a sign of quality and tradition. The organic feel of the brand is supported by the ever-present illustrations.
Consistency is the key
The bespoke typeface, Kondela Sans, has both informative and expressive qualities. The function of the so-called decorative swash solidifies the organic feel of the brand, present in all brand applications.
Kondela Sans with more than 900 individual characters is a font localised for all European and Latin languages and gives the client the opportunity to strengthen their brand communication in all formats, as well as to save on licensing compared to the use of commercial fonts.
A new sub-brand
GoBigname also created a new private sub-brand of Tempo Kondela products together with the mother brand. It is the private-label sub-brands that bring our clients significant advantages in e-commerce, such as higher margins, growth support or more effective building of customer relationships with the mother brand. Within the brand manual, we included a detailed process of product branding design as well as a system for creating Tempo Kondela sub-brand packaging design.
A FLUENT DEVICE CONSISTENT WITH THE LOGO & THE VISUAL IDENTITY
A NEW GLOBAL-READY NAME
A NEW TAILOR-MADE TYPEFACE
A BRAND WITH ALL THE ELEMENTS FOR ONLINE AND OFFLINE, LOCAL, AND GLOBAL COMMUNICATION