2014 Winners & Shortlists

Brief Explanation

One key insight drove the brand objective, and that was that: ‘today customers are purchasing the Gürallar Artcraft products but they do not buy into the brand’. This issue had to be addressed if the company was going to reach out to its core female target audience. A gap in the market was identified for a brand to defy the category conventions by creating more desire for everyday glassware. Building a closer woman-to-woman relationship could be seen as a distinct advantage.

The Brief

Gürallar Artcraft Glassware is the fifth biggest glass manufacturer in the world. In a bold challenge to rub shoulders and rival the worlds best, Gürallar felt that a total brand overhaul was needed to meet the company’s lofty ambitions.

How the final design was conceived

To build this bond with female consumers, we created a brand that reflects the special friendship between women… warm, sisterly and intimate. This idea of closeness and trust is typified by one being able to advise and guide others on lifestyle and design related matters. We conceptualised and named a brand called Lâv (pronounced ‘love’ in Turkish), which female customers found to be familiar, friendly and caring just like a ‘cool best friend’, offering advice, tips and guidance. The visual identity reflects the cool and stylish design cues of woman’s magazines, which gives the brand an immediate contemporary edginess.

Indication of how successful the outcome was in the market

The new Lâv re-brand was launched and unveiled at public events and exhibitions, and was met with much anticipation from the market that expects consumers will engage with Lâv as a brand having a warm hearted personality who really understands them and always responds to them in a fresh and dynamic way.