2018 Winners & Shortlists

The Campaign

Evvoli is a brand positioned around a breakthrough idea of design by evolution and growth by innovation. The new brand was added to a portfolio of strong brands competing in a fierce low end market. The new emblem is a depiction of the first two letters of Evvoli – E&V. They are in a spiral shape that give you an impression of a continuous movement – with no stops and no ending. The colors we used to dress the new shape are carved from colors of nature - from the vibrancies of our world, from the Italian street buildings, from the shades of sunsets, from wall graffitis. The typography was created and constructed to show our thinking as technology pioneers. The brand concept is about transformation and movement, it’s a mix of art and design thinking.

Creative Execution

The brand Evvoli was born to send a message that this is a brand for human who are always in action and are always in a state of movement. Evvoli is a brand positioned around a breakthrough idea of design by evolution and growth by innovation. The new brand was added to a portfolio of strong brands competing in a fierce low end market. The brand identity was designed to be scalable and adjustable to fit different types of packaging for its electronics products. It has been implemented on packaging boxes, advertising collaterals, digital assets and social media platforms communications. The design process started from the discovery phase where the agency have conducted a sector and audience mapping that lead to the development phase of the strategic documents along with the brand model followed by the design phase of the identity reaching to the deployment phase.

Indication of how successful the outcome was in the market

The brand identity development has added value to the brand's positioning and audience perception. It has been recognized by different audiences in various market. The brand penetration has witness growth with its consistency brand image. It has been designed to match the customers needs and behavior too. The market share of the brand has increased and target sales has been achieved with the efforts of the identity consistency along with sales and distribution strategic input. The identity left the brand with a scalable image to be implemented to different products that the company wish to produce in the future.

Home appliances and electronics category is one of the most competitive industries with very thin margins and a huge dependency on production partners for quality assurance and innovation. MASA trading, our client in this exercise, has two successful brands – Star X (Tv’s and receivers) and General max (AC’s), playing in the low end segment and targeting regional distributors. The owned brands are facing a lot of pressure from copycats and other Chinese players, The management decided to be progressive with their thinking by creating a new brand that plays in a different segment and move the business to the future with a better designs, better technology and modern branding. Evvoli is for the new generation of free and smart buyers who are seeking a brand that reflects their own individuality and lifestyle.