UPDATED: BrandTailors rebranded Peak, product from Interstar Chim’s portfolio

Branding, Marketing

(adds info about actions following the rebranding)

BrandTailors, brand strategy and design company – rebranded Peak, product from Interstar Chim’s portfolio, after it started handling the account at the end of 2010 in order to develop a brand platform to differentiate the product and harmonize its entire range image.

Peak’s rebranding consist in a new visual identity and a new brand slogan, accordingly to its new positioning in its product category.

Considering the complexity of the portfolio and its presence in almost all sub-categories of cleansing products, the brand architecture developed by BrandTailor’s consultants proved extremely efficient to insure the relevance for each sub-category and for keeping brand’s coherence.

Structuring brand’s portfolio according to its main benefits – disinfecting, perfuming and water coloring – was also complementary introduced in the denomination system, in which denominators such as “Cleansing flower” and “Emerald water” are decisively to insuring a high degree of memorability for each product.

Besides the brand’s image improvement and developing a relevant positioning for consumers, we wanted also for Peak an unified visual identity, with a powerful impact in store. The visits we made on the market are confirming already that we reached this last mentioned objective.

Daniela Placintaru
Marketing Manager
Interstar Chim Romania

The packaging design concept follows to accentuate products’ benefits, as they are established in portfolio’s architecture, while the execution insures a powerful chromatic contrast with the visual identity, giving the brand a powerful impact at shelf and a superior visibility compared to competition’s.

We tried to keep a design as aired as possible, avoiding to fill it with too many graphical elements, which makes Peak’s packaging a success both from functionality point of view but also from aesthetic point of view.

Melania Moisi
Senior Brand Designer

The team that handled the rebranding for Peak included Andreea Florea – brand audit, strategy and naming, Ovidiu Pop – logo design, Melania Moisi – packaging design, Cristina Ionescu – project management, Mihai Parpalea – image retouching and pre-press.

From Interstar Chim, client team included Corina Tanase – Brand Manager Peak, Daniela Placintaru – Marketing Manager, Elena Sarri Varnava – Executive Director of Marketing and R&D Eureka Group.

Following the rebranding, BrandTailors launched an activation campaign for Peak, the 3rd successfully implemented campaign of this kind in agency’s portfolio. The campaign focuses on Peak’s repositioning and represents the 1st communication action that shows the unique brand features.