“Some of our criteria are obvious: international, easy to memorise for
users, good fit with our products, etc. However, as regards to our photographic
product line, we
had one more specific wish: to find a brand name that would go well with
our ‘orange globe’ logo, that we’ve been using on our photo products for
years, and that we registered as a brand asset of our company.” Consumer
gave input Consumer input was clearly involved in the development process.
Through a market research phase, a large sample of consumers, in 6 countries,
were asked to react to several brand names developed by the company’s
agencies. “Solaris™ conjured very strong images among respondents. Consumers
easily connected this name to our product category, from sun to light
to brightness to colors” adds Ferrario. “And the natural link with our
globe logo strengthen the whole identity”. This new identity is applied
with consistency across the full photo line, from 135mm to Advanced Photo
System films to single use cameras. A new generation of “eco-blisters”,
in which cardboard replaces plastic, is also introduced at the same time.
On these retail packs, a strong usage of family-oriented pictures reinforces
the brand positioning: high quality photo products for the families, that
deliver the same performance as the leading brands, but always at a better
price for the consumers. The launch of Solaris brand name for the full
line of the company’s photographic products coincides with the introduction
of its latest film technology (named FG), which will help increase further
consumer satisfaction. Ferrania Imaging Technologies’ corporate logo is
of course present on all products, as an endorsement element. The relationship
between the company name and the new product brands, Solaris™ and OptiJet™,
were carefully examined, and is reinforced through the use of a unique
font developed by one of the company’s design agency. An optimal choice
Ferrania Imaging Technologies also decided to develop and launch a new
name that would work as an umbrella brand for its worldwide ink-jet media
business. The origins of the brand name OptiJet relies on the positioning
of the product line. “What’s important to us, particularly in the retail
and office channels, is to clarify what are the benefits that our line
brings to the users” says Ferrario. “Our inkjet media are optimised for
delivering best imaging results in all inkjet printers. They help give
you the optimal quality whatever the printers you use. From optimisation
and optimal, we created OptiJet”. As far as packaging is concerned, Ferrania
Imaging Technologies wants to drive a smooth transition. “Our new OptiJet
branded packs will keep the same graphic design elements as on today’s
packs. Only the name will change. For our photographic line, we keep a
box with a dark background, like before, not just to create a continuity,
but also because it gives more prominence and brightness to the new name
and the globe logo”, concludes Ferrario.
FERRARIO SPA
Via Rivoltana 8, edificio A - 20090 Segrate MI
Tel 0039 02 7539181 Fax 0039 02 753918845
For
further information please contact: Alberto Ferrario