Speaking volumes through brands
The Brazilian family-run business Grupo Rio Branco sells hundreds of products, ranging from post-its and pens to gaming equipment and scooters. Despite the vast variety, there was no clear division of product categories nor a strong brand identity. EGGS helped create well-structured product categories and corresponding brands that users could identify with better.
Rio Branco has rapidly grown from a small B2B family-owned company in the paper industry to a medium-sized B2B and B2C company offering nearly 800 products. The consumer products range from office material to hardware, gaming equipment and electric bikes. However, the growth and change in the value proposition of the business lacked a brand strategy. Without well-defined brands for their product lines, the products weren’t communicating with consumers and had difficulty standing out on the shelves, and on the company’s website. Therefore, Rio Branco reached out to EGGS for help.
By taking a step back, researching and analysing the market, trends and consumers, we got the user insights we needed to understand how to translate the value propositions of the products into corresponding brand identities. As a result, the 800 products got divided into three different brands: Maxprint, Dazz and Gothan. Maxprint represents functional office-use products while Dazz represents lifestyle and entertainment related products. Gothan is an entirely new brand and represents urban mobility products. The visual identities were all developed with the target audience and context in mind, using colour schemes and designs aligned with each brand.
Because of the new brands and visual identities, we also developed new packaging for the products. Aside from changes in logos and colours, we also made the information on the packaging more straightforward and concise, so that it communicates better with users.
Our collaboration with EGGS was a success. It made us to take a step back and see our business through the lens of the user, helped us renew our brand, innovate and gave us inspiration for the future.Francisco Paulo de Andrade, CEO Rio Branco
Maxprint’s visual identity was created with everyday and unpretentious type of use in mind, using a colourful palett and playful visuals. Dazz was designed to communicate a more sophisticated, clean image, combining with lifestyle and entertainment. Lastly, Gothan, on the other hand, is dynamic, cool and adaptable, to reflect young, urban citizens' lives.
As a continuation of the brand strategy for Rio Branco, EGGS will soon embark on a project to transform the culture and work environment of the company. Watch this space!