“The changes to the wording and graphic design of the brand come from the newly redeveloped brand communication strategy, which is now at the implementation stage. The changes obviously contribute to the delivery of the strategy, which will also apply to the various domains in which the brand communicates with the end users. Since January, we have been doing extensive market research to understand the brand recognition and how the customers perceive and use our products. Based on the insights we have collected, we have begun implementing a number of modifications, the first of which is the reinvented brand logo,” Paweł Rydz says, Director of Amica Group Marketing.
The next step, and a good opportunity to give the Amica brand a “fresh start”, will be launching a brand identity campaign using the updated logo and backed by the marketing research results. With over 60 years of market experience in Poland, as well as years of dynamic expansion abroad, Amica is positioned as a supplier of smart and convenient solutions that support people in the daily chores at home.
It is “daily life” that will become the key value for customer communications, as a major part of life and the origin of many positive emotions. Life is about celebrating small things, every day, not just the grand ones. Hence the change: the addition of “for living” to the Amica brand logo, and the increased exposure of the traditional colours of the brand in its visual identification. Red means energy, vitality, life; which is why it goes perfectly with the new brand message. “For living” means that Amica appliances are designed to help people every day, release them from home chores, and help keep them staying positive and feeling happy each day of their lives. Backed by the immense experience in engineering appliances for consumers in very different global markets, Amica approaches each project in a very individual way, with a good understanding of what people need. “From now on, Amica will have better contact with the people using our appliances; the kitchen is the nexus of life for every family, and appliances are essential for every kitchen to continue to serve its users for many years,” Joanna Lewandowska says, Communication Strategic Manager for Amica Group.
Slated for the nearest future is a nationwide brand identity campaign to be delivered via TV, press, the Internet, cinemas and POS. It will present the redesigned Amica logo with its refreshed brand communication to the consumers.