Rebranding.

Rebranding. A complementary relation

The well known rivalry (especially fast-food oriented) between the French and the American cuisine also manifests as brand image. Let’s only remember how many movies (most of them American) refer to this rivalry. In our country we are facing an invasion of fast-foods and famous companies such as McDonalds, KFC, Gregory’s, etc. As the French are very fond of their cuisine they were reluctant to adopting the American PR, marketing or advertising patterns. Therefore the image campaign made by Branzas for Gregory’s follows this trend. More than that, enjoying coffee with a croissant, a habit often met by the French people, becomes one element in Gregory’s campaign that stands out from other drinks.

TWO IN ONE. The campaign includes two brands presented in one package. Gregory’s and Coffeeright coexist under the same roof, complementary by the nature of the products and services provided by each of them. Gregory’s presents the concept ‘create’ communicating the consumers that they can create by themselves the snack they want. Coffeeright ‘city espresso bar’ completes the menu by coffee and coffee alternatives. ‘City food-bar’ positioning was the target wanted by the client.

Before starting the project, retail and brand communication had one ‘red lead’ but nort precisely defined. This general guideline is present in the general know-how of the brands, having been adopted from Greece and adapted to specific needs. Upon Gregory’s Romania request the process by which Branzas restructured the two brands included: brand audit, positioning and design strategy for retail and communication, design and implementation. The result was re-branding the two brands by defining the messages of the brands and their ways of manifestation, including visual identity.