Riviera Works is one of the key local players in the Brico & Garden category on the domestic market, where it has introduced exclusive product brands in recent years, such as Total, Wolfson, and online retail brands like Atomico.
Initiated by a Romanian entrepreneur with the desire to create a company offering local brands tailored to the diverse and ever-changing needs of Romanians, Riviera has grown significantly in its 15 years of existence. The company is now active not only in the tools, equipment, and parts markets catering to various professional manufacturing sectors but also in broader categories such as small farms, agriculture, landscaping, and construction. The company's products are available in the local market under proprietary brands such as Blade, Total, Wolfson, Gospodarul Profesionist, Kamrad, and Syncromate.
Riviera's rapid expansion into different product categories, distributed through multiple proprietary brands, created a need for a clearer definition of a corporate brand to unify this diverse portfolio and enable a cohesive presence and communication across the entire company. This was crucial for both internal communications and external interactions with B2B clients. Riviera Works' owners wanted the new corporate brand to reflect their existing business know-how and the constant effort to meet their partners' needs. Therefore, they sought our help to align the corporate brand with the specific category and target audience.
The first step in the strategy phase was to learn more about the category and target audience – the business partners driving the company's growth. We also aimed to understand the key benefits and specifics these partners seek, as well as the indirect perceptions and attributes that the existing product brands already convey. These coordinates provided the foundation for the Riviera Works brand and inspired its new identity.
We envisioned the Riviera Works brand as a reliable partner for any business, deeply connected to its technical category and capable of adapting quickly to market changes. Building on the entrepreneur's business vision, we centered the new brand around the idea of continuous progress, reflecting the ongoing journey toward better results by accumulating know-how step by step, much like a DIY project.
The proposed symbol combines a bold font with simple, technical graphic shapes and slanted lines to convey dynamism. The sharp, clear angles create a robust symbol, representing trust, strength, and security. The blue color aligns with the technical category, being a classic choice for this product type.
We selected dynamic photos that capture the products in action, directly relating to those who use them daily. These images are integrated into communication materials in various ways and angles to emphasize dynamism and allow for diverse brand content.
The next step in the branding process was developing the design for Riviera Works’ B2B platform, building on the visual identity, product types, and business model. Our priority was to create simple navigation through products, presenting multiple details in a clean layout, with an intuitive and fast ordering flow, tailored to recurring B2B orders.
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