Part of the Riviera Works portfolio, Blade is an established brand on the local market, catering to the technical tools and DIY (Do-It-Yourself) category. After 10 years of presence in the market, the brand faced a significant challenge: its visual identity and positioning no longer aligned with current trends and consumer needs.
The expansion of the product portfolio and increasing competition revealed the need for a rebranding effort to modernize and unify the brand's perception. Riviera Works aimed to transform Blade into a benchmark for professionalism, reliability, and innovation for its users.
The rebranding process focused on two key objectives. The first step involved conducting a detailed market and consumer analysis, featuring in-depth interviews and targeted research. This identified a clear profile of Blade’s user: a professional or passionate DIY enthusiast who is pragmatic and constantly seeking high-quality, durable, and accessible products. This audience values brands that combine tradition with innovation.
Based on these insights, a strategic position for Blade was crafted, centering around the brand’s promise to deliver reliable and accessible solutions. The slogan, “Tools for Sure Success,” encapsulates this commitment to its consumers.
Blade’s visual identity was redesigned to appear modern, robust, and dynamic. The branding now features a bold geometric font paired with a color palette combining red and black, with accents of gray to highlight the technical nature of the products. The packaging design was revamped to offer a clear visual architecture, enhancing readability and improving the user experience. Geometric elements are used to organize technical information intuitively, catering to both casual users and professionals.
A versatile suite of communication materials was developed for both online and offline channels. Banners, posters, and digital templates showcase the brand’s refreshed identity, reinforcing Blade’s position in the market.
This comprehensive rebranding effort has positioned Blade as a modern and reliable choice for its target audience, ensuring the brand continues to thrive in a competitive landscape.
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