eFresh again with REBRAND 100® award

REBRAND 100 GLOBAL AWARD is a competition organized for 15 years by the American Marketing Association, in which the 100 best branding projects in the world are selected in a given year. The awards are given by a jury consisting of specialists from 12 countries. Other distinguished brands include: Dubai Airports, Scandia, Akzo Nobel, Procter&Gamble, and Coca Cola Company.

History

• In 2012, we won the distinction for the first time in our history. We were one of two Polish agencies distinguished in this prestigious branding competition. The project we implemented concerned the POLMED SA brand – the most dynamically developing listed medical chain in Poland.
• In 2013, we won the distinction for the second time in our history. We were the only Polish agency to be distinguished twice in a row in this prestigious branding competition. The project we implemented concerned the WSL brand – the leader among higher logistics schools in Poland.
• In 2020, we won the distinction for the third time. The project we implemented concerned the Elektroskandia/Enexon brand – a dynamically developing network of electrical wholesalers.

Case Study
The agency’s task was to prepare a comprehensive rebranding of the Elektroskadnia brand, which included changing the name, creating a new graphic symbol (logo), preparing 3 new brand Key Visuals and printed materials consistent with the Key Visual, and designing the appearance of the branches according to the new concept.

Change of image

Elektroskandia was a network of electrical wholesalers, i.e. points of sale of products for electricians and electrical installations, both industrial ones, e.g. cables, and for “small electrical solutions”, i.e. electrical fittings, lighting fittings. Due to changes in ownership, since 2019 they have been operating under a new name: Enexon, which is part of the international Wurth group.

Challenges

The agency’s task was to prepare a comprehensive rebranding of the Elektroskandia brand, which included changing the name, creating a new graphic symbol (logo), preparing new Key Visuals of the brand adapted to 3 segments of activity, designing printed and digital materials, implementing a website and creating the interior of the wholesaler according to the new concept.

Strategy

In the rush of everyday life, both electricians-contractors and managers of large investments need a proven Supplier with whom everything in electrical engineering becomes simple.
“With us everything becomes simple” became the guiding principle of the entire strategy and we transferred it to: key visual, in which the “line with impulse” comes from an electrical circuit diagram, we used simple icons and shapes used in advertising materials, the visual style of the warehouse (simple interiors, creating the impression of a workshop through the use of OSB boards) and light, industry jokes on materials (e.g. on the cup Drinking with electricity becomes simple). We wanted to show that we are very close to the way of thinking of our professional group.

Result

As a result of our work, the client received a new visual identification system, which is not only modern and helps to stand out from the competition, but also fits in with the nature of the electrical industry in an innovative way. Despite the name change, it maintained and even significantly increased its group of Clients. The concept was very well received by Employees (they identify with both the values ​​and the style of the brand) and Clients.