Lünstroth Brand Consultancy develops and optimizes products to be sold in retail markets. With...Read More
Cobiax is a company in the construction sector, developing and producing hollow slab modules. The brand’s promise is “lightweight hollow slabs.”, which precisely notes what the company is producing.
The challenge: Only structural engineers could see a benefit in these products.
But there is a benefit of these hollow slab modules for other target groups: Because the hollow modules decrease the weight of the slabs significantly the entire construction is lighter and the slabs can stretch over wider ranges.
old positioning: focused on one target group
" Lightweight Hollow Slabs "
new positioning: wider target groups
" wider scopes "
Refreshed brand design, cross cultural
Lünstroth develops a intercultural use of the logo and brand typology: A corporate logo in Asia is expected to be in the upper reaches of the communications media, the traditional placement of a logo in Western countries has been learned as at the bottom.
Lünstroth designers combine these different logo placements and develop a visual trademark management with both possible logo placements, which can also be combined.
The dual logo placement supports a quick build of confidence in the brand, since it is gaining prominence very fast, especially in new target groups, thanks to the two-fold view of the logo in different designs.