Speaking volumes through brands

Rio Branco

Rapid growth without accompanying brands

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.

800 products were divided into three different brands: 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.

Getting under the skin of users

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.

As part of our insight work, we facilitated co-creating workshops with Rio Branco, which proved to be incredibly fertile ground for ideating and developing the strategy for all three brands.

Packaging that communicates clearly

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.

Dazz bespoke iconography
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.

A growing project

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!

Sounds interesting?

Contemplate ideas with Creative Leader

Mauricio Medeiros

Mauricio Medeiros
+55 11 972 062 326
Email

Contemplate ideas with Country Manager Brazil

Cesar Bueno Garrubo

Cesar Bueno Garrubo
+55 11 996 240 986
Email

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