2016 Winners & Shortlists

Brief Explanation

Gürallar 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 ambitions. Gürallar is an important market player in glassware category; being active both in Turkey and in export markets such as Middle East, USA, and across Europe. The company never properly invested in a brand building exercise. We worked with the client to build the brand under a new brand name and a new strategic positioning "Your Cool Best Friend" which is more relevant to the target female consumer.

The Brief

One key insight drove the brand objective, and that was that: ‘today customers are purchasing the Gürallar glassware 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 simple everyday glassware. Building a closer woman-to-woman relationship could be seen as a distinct advantage.

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 re-named the brand, Lâv (pronounced ‘love’ in Turkish), which female customers found to be familiar, friendly and caring just like a ‘cool best friend’, who offers advice, tips and guidance. The visual identity reflects the cool and stylish design cues of woman’s fashion magazines, which gives the brand an immediate contemporary edge. It was then natural to adapt this big idea to the product catalogue for the trade and the product wholesalers.

Indication of how successful the outcome was in the market

This exercise has resulted in successfully transforming the company from a glassware manufacturer to a glamour and lifestyle brand. The brand has now gained unprecedented recognition. Sales are up by over 20%. New industry recognition has lead to exciting business opportunities in international markets. The brand is now in demand in several new counties. Social media following has now created a ‘fan-base’. The company’s new confidence in our strategic positioning encouraged the owners to use the brand to brief in a national television advertising campaign for the first time in its history. “Every woman wants love”: https://www.youtube.com/watch?v=S70146i8L24 https://www.youtube.com/watch?v=1lhT0Wwyz3s https://www.youtube.com/watch?v=DJ1yoUZu4q8