For 85 years, Maltese electrical supplier – E. Calleja & Sons set the benchmark for the provision of electrical goods in Malta. However, declining market conditions and the sudden death of their Managing director helped to convince new the new management team that drastic action would be needed if the brand was to connect with a new generation of customers; the way it had in the past.
Bulldog’s remit was to help create a new brand positioning, architecture and communication messages that would allow E. Calleja & Sons to redefine themselves as a more contemporary, unified brand.
The project began with research to identify key customer groups and the most powerful benefit for Calleja to own. Following workshops with top management, we gained a consensus on key elements of a new brand design, including: target customers, essence, promise, personality and a new graphic identity. These were documented in a publication designed to help people both inside and outside the company understand the intent, spirit and expression of the new brand.
They were also used to drive the company’s marketing effort, products, services and human resources – ensuring consistency at every point of contact made with consumers.
This initiative represents more than just an exercise in aesthetics, it is an evolution of Calleja’s relationship with their customers. Over the years, those who chose them as their preferred electrical supplier did so, more because of interest in a given product rather than the brand.
Calleja hopes to correct this shortcoming over the next 2 years through a multi-faceted, solutions-oriented approach, that makes: dedication, innovation and personal responsibility in their relationships as important as the products they sell.
The combination of a complete branding system that encompasses Calleja’s corporate identity and how this is expressed in its many applications, represents a radical change to the legacy of the old brand. Intial marketing messages will seek to reassure loyal customers that they remain committed to the values that have contributed to an 85 year success story.
Wary of the risk of confusing existing customers with the brand transfer, for the next year, all major communications will carry a strapline advising that Calleja was formerly known as E. Calleja & Sons.
The rebirth of Calleja’s retail showroom embodies the new brand promise in every aspect – from the ‘look and feel’ to the way customers move through the space. Bulldog created environmental graphics that compliment the great work done by Italian firm: Ideainterni, who were responsible for designing, engineering and implementing the striking interiors.
Circuit diagram influenced graphics provide a seemingly endless source of inspiration for collateral and point of sale material.
Armed with a new sense of purpose brought about by the rebranding exercise, Calleja are looking forward to the challenge of protecting and extending their legacy for many years to come.
www.calleja.com.mt
16 Comments
AWESOME!
Great work Ren! I love the application of the identity to the interiors…looking forward to visit the showroom and experience it
Well done Ren – brilliant job!
Regards
Conrad
Love it.
Excellent work as always!
Well done mate!
Impressive work Ren, well done!
I can’t even begin to understand the amount of work you must have put in, but considering the results it is well worth it! Absolutely brilliant.
Think we need to meet and talk mate. prosit
Thanks guys.
Fantastic!
I’m always impressed with Bulldog’s work. Well done.
Amazing work Ren, i’ve always admired your work
Mario
Hey Mario, thanks.
That’s what’s called rebranding! =] Cool, modern and it stands out. Well Done
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