ALFILL: SHOULD BE RENEWED AND ALIGNED
Region
Belgium, Georgia, Holland, Italy, Turkey
Services
Art Direction, Brand Development, Brand Architecture, Content Creation, Content Strategy, Content Production, Outdoor, Packaging Design, Photography, Print, Production, Social Media, Strategy, Web Design
Alfill, a well-established construction materials manufacturer, chose TBCW/adversion as the creative partner in relaunching the brand. The relaunching began in the very roots of brand identity itself.
Brands and products may wear out over time. To improve the overall experience of products,brand design, and packaging designs should be renewed and aligned with the next generation of purchase makers.
When it comes to mass-amount purchases, the purchasers’ minds shift to a high-involvement state. Alfill is an established brand that generates value for purchasing managers of any construction material buyer over pricing, quality, support, etc.
On the other hand, our mission was not to crystalize a traditional product manufacturer’s relevancy but to help the brand’s expansion regionally and globally. A local brand from the northern-east of Turkey was going to be the best-selling brand within their category in the whole of Caucasia. Well, that’s hard work done well.
The bold marketing plan of the brand is the foundationof our strategic approach. As with the marketing plan,the target audience must be redefined and analyzed.Alfill was not an unfamiliar brand for the primary target
markets, but in years market shar ewas diminished radically.
During the relaunching of the brand,
from concept creation, imagery,
creative direction, and audial design
all the way to finished new branding,
we facilitated a collaborative
workflow across all partners,
including consumers, handymen, and
the hardware storekeepers. The
packaging designs surfaced out of
the new identity in the upcoming
weeks. And within a year, almost 40
PE-coated two-ply craft paper flexo
printable industrial bags, along with
the IML container designs, was
completed.
Alfill aims to communicate directly with construction projects’
purchasing managers with mass quantified orders. The digital
playground was an undiscovered territory for the brand. The website
renewal project included upcoming social media integrations, all in thevery beginning to be able to create sustainable communication channels with the targetaudience.
