Blanco welcomes 2012 with a drum roll: it has completely revised its corporate design. The sink and mixer tap specialist delights with a decidedly creative presentation of its new concept that is currently being implemented all over the world. The relaunch of the company’s communications concept applies in particular to the images used in its advertising motifs and for the covers of its sales-enhancing catalogues and brochures for retailers and end users.
The changes are instantly obvious. Whereas the focus used to be on the product, emotional components are now also integrated. They attract the observer’s eye, at the same time leading it to the sink centres in the illustrations. Whether an elegant archer who hits the right colour for her sink thanks to CombiColours, or a discerning thief who is drawn, as if by magic, to a shiny sink displayed in a special cabinet, the characters and elements in the individual scenes are anything but ordinary. Rather, they are notable for their fantastic, somewhat surreal appeal, and create an independent world with a very special aesthetic.
“We wanted something that was far more effective at catching the attention. At the same time, we wanted to address the viewer more emotionally while keeping the focus on the sink and mixer tap. The new picture worlds are appealingly different from the usual motifs – and that’s something that is even more successful if there’s a touch of humour in there as well,” explains marketing director Udo Heckelsberger. One significant aspect is that the new picture worlds are carried out at the level of the subject. The figures used in the images are the even more accurate reflection of the positive values of Blanco’s brand position, such as innovation, design, quality and service, while at the same time emphasising the effects of the individual products. The graphics of its presence have also been modernised. Texts stand out more, and the company’s logo is also much more striking.
The forerunner for this redesign was the relaunch of the company’s Internet presence. Ease of use is extremely important to Blanco, as is providing comprehensive information at no loss to clarity – quite a challenge, as it happens, in view of the company’s extensive product programme. The results are more than successful. Intuitive navigation, efficient and user-friendly search functions, comprehensive product databases and “how to” tools offer consumers an interesting insight into the product world of this leader in innovation, and interlink with the competent support that is offered by specialist retailers.