Client Background
Ohalo, a company renowned for its high-quality screen-printed shirts, has built its reputation on two core commitments: delivering superior products and taking care of both people and the planet. From day one, Ohalo has prioritized sustainable practices and ethical standards, setting them apart in the apparel industry.
The Challenge
Despite their strong ethical stance and high-quality products, Ohalo faced challenges in communicating their brand values effectively to a broader audience. They needed to strengthen their market presence and highlight their commitment to sustainability and social responsibility. Additionally, they sought to expand their customer base while maintaining their core values.
The Solution
Ohalo partnered with a branding agency to enhance their brand identity and effectively convey their commitment to quality and sustainability. The approach included:
Brand Strategy and Positioning:
Conducting market research to understand customer perceptions and industry trends.
Defining Ohalo's core values, mission, and vision to align with their commitment to quality, sustainability, and social responsibility.
Developing a unique brand positioning statement that emphasizes Ohalo's dual focus on product excellence and ethical practices.
Visual Identity Redesign:
Creating a new logo that reflects Ohalo's dedication to quality and sustainability.
Choosing a color palette and typography that convey eco-friendliness, trustworthiness, and craftsmanship.
Designing marketing materials, including packaging, brochures, and digital assets, to ensure consistency across all touchpoints.
Brand Messaging and Communication:
Crafting a compelling brand story that highlights Ohalo's journey, values, and impact on the environment and society.
Developing a consistent brand voice that resonates with eco-conscious consumers and emphasizes the quality of Ohalo's products.
Creating key messaging frameworks for various communication channels, including the website, social media, and marketing campaigns.
Implementation and Launch:
Developing a comprehensive brand guidelines document to ensure consistency in brand application.
Planning and executing a strategic brand launch campaign to introduce the new identity to existing customers and the broader market.
Training Ohalo's internal team to effectively communicate and embody the new brand identity.
Implementation and Results
The rebranding process was carried out over six months, involving the following stages:
Stage 1: Research and Strategy Development:
Market research and stakeholder interviews were conducted to inform the brand strategy.
A clear brand positioning statement and messaging framework were established.
Stage 2: Visual and Messaging Redesign:
The new visual identity, including logo, color scheme, and typography, was designed and finalized.
Brand messaging and communication guidelines were created.
Stage 3: Brand Launch and Internal Alignment:
A brand launch event was organized, along with a digital marketing campaign to unveil the new identity.
Internal training sessions were held to ensure all employees understood and embraced the new brand.
Post-launch, Ohalo observed significant positive outcomes:
Market Perception:
Positive feedback from customers and industry stakeholders regarding the refreshed and eco-friendly brand identity.
Increased brand recognition and credibility among environmentally conscious consumers.
Customer Engagement and Growth:
A 40% increase in website traffic and social media engagement within the first quarter post-launch.
An uptick in customer inquiries and sales, attributed to the strong brand presence and sustainability messaging.
Internal Alignment and Morale:
Enhanced employee morale and alignment with the company's mission and values.
Improved consistency in brand communication across all departments and channels.
Conclusion
The rebranding initiative successfully transformed Ohalo's brand identity, aligning it with their commitment to delivering high-quality products and caring for people and the planet. By creating a brand that resonates with eco-conscious consumers, Ohalo has strengthened its market presence and positioned itself as a leader in sustainable apparel. This case study demonstrates the impact of a strategic and well-executed rebranding process in driving business success and fostering strong connections with stakeholders.
This artwork originally designed by Avincer Studio & Will Lucatelli and appeared on Behance.
