SCARLETT — renovation of the legendary brandSCARLETT is one of the TOP-5 manufacturers of home appliances in Russia and is also known in CIS and Baltic countries and Eastern Europe. It has drastically redesigned the package of its products and improved its market positioning.Extensive research was conducted in 27 cities in Russia before the changes. Marketing specialists and analytics have needed to find out how the target audiences see this brand and how much it corresponds with current trends in manufacturing appliances for home and kitchen.The specified brand positioning was the result of this analysis stage. It was expressed in the simple phrase: "Appliances for a convenient life". Therefore, the audience sees the brand as a friendly assistant that is always ready to hand, as well as comfortable and easy to have at home.We have preserved corporate image recognition, removed all the unnecessary elements, and brought high-tech design and emotions into the brand. The component system has become a foundation of the visual solution of brand identity as a symbol of modern life's simplicity and convenience. The brand's rich blue colour-code has become main visual anchor of the concept. Bright photos show the inspiring results you can achieve with SCARLETT home appliances.We have achieved a simpler brand perception for the consumers and streamlined work with the brand's visual component inside the company. Under conditions of a very wide variety of products, the modular concept makes it possible to easily adapt the package and advertising communication to any format.
