INTRODUCING THE NEW IDENTITY OF "ETERNA"

Hi all brand adventures!!! We would like to share one of our BRAND REJUVENATING project that we just finished. It's our pleasure to share a bit details about what we have faced on during this project. Hope this article will give you more information and inspire you about branding and its related process. Please refresh your mind =)


BACKGROUND

The products of ETERNA

ETERNA is a brand of PT. Eternal Gelora Perkasa from Jakarta, Indonesia which is producing foam/sponge which then being manufactured to be consumer goods that we use daily. Established in 1990, the company has been well recognized by domestic and also international market. In the competitive market, the company (and also the brand) stands strong in the production of good quality material that is applied into blanket, jacket, pillow, bed, sofa, transportation seat, and many more products.


SITUATION

As one of the leading company in their product category, ETERNA was faced on various situation. The global economic atmosphere influence every business into a high competition market. Every products in the same category are looked similar, lack of differentiation, and becoming commodities so the market can't easily see the difference of each. ETERNA realized this situation and they need something to support their business performance, beside keep maintaining the products quality. It was our challenge to push the brand breaking the "similarity zone".

One of ETERNA product application : Ski Gloves

ACTION and RESULT
We offered the new brand strategy to communicate what ETERNA is. Start with how to inform the market about the products, the range that it has, the applications, and other related information which will support on communicate the new ETERNA. Then we offered the brand structure as the main pattern for every branding communication. Last, we decide the suitable design identity to show the main character of ETERNA's products which are concern on comfort and softness. And here is the newest look of the brand identity which is applied in one of the brand application.

The new design identity of ETERNA

The new look of ETERNA company profile

Inside the company profile

With the new branding strategy, ETERNA now is ready to re-attack the market with every single new innovation. CONGRATULATION FOR ETERNA !!! =D



Sincerely yours,
CAVLENT's team

This article is sole property of CAVLENT BRANDS CONSULTANT including its intellectual property rights and copyrights. It should not be disclosed to any other party, photocopied or reproduced by any other means without permission of CAVLENT BRANDS CONSULTANT