UNITY & COHESION
Driven by a mission to modernise, reaffirm its market position and unite brand communications across multiple territories, Classeq came to Nephew Media to evolve their new brand vision.
Market research told us that the old Classeq brand had become stale, with little market familiarity or brand equity. Internal concerns were also raised about fragmented communications across company infrastructure, devaluing the Classeq experience around the world. A new, coherent system was needed to combat inconsistencies.
SO FRESH AND SO CLEAN
Early on in the project, we learnt that in conjunction with a new brand identity, Classeq were exploring new styles for their flagship glass and dishwasher range.
Each model was to be redesigned to emphasise simplicity and user-friendly experience — two major attributes that were eventually distilled into three pillars: Simple, Affordable, Quality. These innate qualities form the basis of the new Classeq identity.
WAREWASHING MADE SIMPLE
Not just a tagline. A philosophy.
Classeq stands for simplicity. Every facet of the brand system reinforces this message.
We composed this philosophy to underpin all the values of the new brand, empowering consumers and distributors to understand exactly what Classeq means, and act as an aspirational ethos for internal staff.
BRAND WITHOUT BORDERS
The new brand mark oozes simplicity and quality, combined with a rigid and hierarchical type system that utilises accessible fonts — vital in ensuring consistency across the organisation.
To augment the brand further, we built an online style guide to steer roll-out across global partners.
After finalising the new brand mark, identity system, tagline and style guide, we rolled out the remaining collateral; from corporate stationery to advertising and beyond.
Did you know that the average warewasher cleans over two million glasses and plates per year?
We didn’t either.
To support the launch of the brand and the new machine range, we designed and developed an information driven microsite to explain the features and functionality to consumers. Inviting users to delve deeper into the world of Classeq, warewashingmadesimple.com aimed to extend the online brand experience through subtle but delightful transitions and animations.
“Our new identity mirrors our emphasis on simplicity, quality and affordability. Our customers’ experience is at the heart of everything we do, and with our new contemporary branding we’re focusing on delivering long-term benefits to our customers and the Industry in which we operate.”
– David Smithson, CEO