INTRODUCING THE NEW MEDIA APPLICATION DESIGN OF "BSA"

BACKGROUND

BSA (Bangun Sarana Alloy, P.T., means to develop the alloy industry) founded in 1990, adheres to produce high quality alloy wheel to assure driving safety and customer satisfaction. Located in Tangerang (West Java-Indonesia), BSA has also produced export quality alloy wheel to the international market such as Greece, U.E.A., South Africa, Srilangka, Egypt, Turkey, Kenya, and Australia. As the quality standardization, it follows OEM Standard, JWL Quality Standard and even surpass the VIA Testing Standard.



SITUATION

Colored Chrome Finishing

Since the business started, BSA has manufactured products with various design, size, and function due to the market demands. And lately they just successfully developed the new technique of finishing (COLORED CHROME FINISHING) as one of their innovation. And it makes BSA as the first and only company in Indonesia that use this technique. With its new innovation, BSA has just increased their product portfolio and need to be communicated as well. In the same time, BSA wanted to refresh their corporate design to be more tough and modern. It was our challenge to support their business plan.



ACTION and RESULT

We offered the newest products structure and corporate design that suit to the brand personality due to some consideration. Then it is communicated to the market through some media applications as part of the brand development. And here is one of the media application newest look.

Company Profile from Cover's View

Company Profile from Inside's View

CONGRATULATION FOR THE NEW MEDIA APPLICATION OF BSA !!! =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

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

NAMING STRATEGY

Brand Case kali ini akan membahas tentang proses penamaan / naming strategy dari salah satu klien CAVLENT yang berasal dari China.


FORTHEN Machinery adalah sebuah perusahaan yang bergerak di bidang machinery / pembuatan industrial equipment yang terletak di District of Ningbo, China. Dalam proses penamaan, sang owner memiliki beberapa guidance, yaitu :


1. Selama ini produk-produk di kategori ini sangat identik dengan negara Jerman, alias "Germany minded". Sama halnya dengan produk elektronik, kita (atau lebih tepatnya kebanyakan dari kita) cukup fanatik dengan produk-produk dari Jepang. Meskipun perusahaan ini terletak di China, tapi dalam bisnisnya tidak ingin terkesan sebagai produk yang "made in China", namun sebagai produk yang "made in German".

2. Sang owner ingin agar nama yang akan digunakan memiliki unsur China "Long" yang memiliki arti keabadian, dan "Fu" yang memiliki arti kekayaan, namun tetap tidak terlepas dari guidance sebelumnya.


Setelah melewati proses pemilihan beberapa alternatif nama, maka terpilihlah nama FORTHEN sebagai nama yang akan digunakan dalam bisnis. Loh? Trus unsur Chinanya dimana?

FORTHEN (baca FORDEN), dalam pelafalan China akan dibaca sebagai FuTheng, yang memiliki arti kekayaan (Fu), dan peningkatan (Theng, menjadi sinonim dari keabadian). Namun nama FORTHEN sendiri merupakan perpaduan dari bahasa Jerman "Fortuna" (terjemahan dari "FU" yang berarti kekayaan) dan bahasa Itali "Eterno" (terjemahan dari "Long" yang berarti abadi), yang kemudian dikombinasikan berdasarkan beberapa pertimbangan menjadi "FORTHEN". Setelah memiliki konsep nama yang jelas, barulah kemudian divisualisasikan dalam bentuk logo (gambar atas) dan aplikasinya (gambar bawah) yang mengandung makna dan visi dari perusahaan.


Dalam penamaan brand, sebaiknya kita juga mempertimbangkan aspek asosiasi nama. Maksudnya adalah, nama yang kita pilih sebaiknya searah dengan persepsi masyarakat akan suatu hal tertentu. Contoh : produk elektronik yang berkualitas adalah asal Jepang, produk machine adalah asal Jerman, produk coklat adalah Swiss, produk susu adalah New Zealand, dan sebagainya. Bayangkan apabila kita memiliki brand elektronik dengan nama yang non Jepang. Produk kita mungkin tetap dibeli, namun persepsi pembeli terhadap produk tersebut bisa jadi akan tidak sebaik persepsinya terhadap produk yang “terkesan” Jepang.


Melalui pertimbangan asosiasi nama, kemungkinan persepsi negatif masyarakat terhadap brand Anda diharapkan akan semakin minim. Akan tetapi hal ini disesuaikan kembali dengan visi misi dan business plan dari si pemilik perusahaan, ke mana bisnisnya akan dikembangkan. Nah, bagaimana dengan penamaan brand Anda?



Kami membuka kesempatan bagi siapa saja yang ingin memberikan kritik, saran, ataupun informasi serupa dalam artikel ini untuk topik diskusi

This article is published under permission of FORTHEN MACHINERY CO., LTD

2007 - 2009's PROJECTS

Here are some of our projects since 2007 (from left to right) :

1. DKV Petra Christan University - Surabaya, Indonesia
2. Forthen Machinery - District of Ningbo, China
3. PT. Cita Adi Nusantara - Surabaya, Indonesia
4. Blessing Generation - Surabaya, Indonesia
5. PT. Handal Yesindo Sejahtera - Surabaya, Indonesia
6. Crisanmas Furniture - Jakarta, Indonesia
7. Redline Production - Surabaya, Indonesia
8. PT. Mentari Suplindo - Jakarta, Indonesia
9. SW Beauty Centre - Jakarta, Indonesia
10. Eternit Gresik - Gresik, Indonesia
11. PT. Sinarsurya Bajaprofilindo - Jakarta, Indonesia
12. City Warrior Breaker - Surabaya, Indonesia
13. PT. Chandranusa Jayaselaras - Jakarta, Indonesia


Next projects will coming soon ...