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

Related works:

1. Commemorative launch materials for the opening of the Calleja stores
2. New environmental graphics for Calleja’s lighting store entrance