Aramis
Turning a contract manufacturer into an owned consumer brand house — without channel conflict.
Aramis Invest is a Baia Mare maker of polyurethane foam, mattresses and upholstered furniture that had grown largely by producing under contract for others. The question Brandient answered in 2012 was the classic strong-manufacturer one: how to capture the margin and equity that flow to the names on the shelf rather than stay the anonymous maker behind them. Brandient built the answer: an owned consumer brand house alongside the production business, keeping the company’s industrial strengths while putting its own name in front of the people who sleep on and sit on its products.
The enabling control was brand architecture: a three-tier house with the parent Aramis Invest at the top, category brands beneath for foam, mattresses, sofas and the Aramistyle retail line, and sub-brands as good, better and best price ladders. It let one parent run a consumer own-brand business, a retail operation and a continued contract business at once without the channels colliding.
Positioning married emotion to technology through two consumer brands. AramisFeeling carried the upholstered-furniture line, a warm, youthful brand of comfort with a cloud-and-foam mark and emotive range names such as LOL, WOW and OMG. AramisFoamScience carried the mattress line, where a proprietary FoamScience story supplied the technical credibility a mattress buyer wants. A bold red identity and textile-stitch key visuals tied the system to the craft of upholstery. The work shipped as a complete brand system, from a 2012 guideline through a full identity to packaging, retail co-branding, stationery and vehicle livery, a model for how a Romanian manufacturer moves up the value chain to owning a house of brands of its own.
Client:
Aramis Invest
Industry:
Manufacturing and Industrial
Project type:
Rebranding · Brand and Portfolio Architecture
Date:
2012
Services:
Brand Strategy, Brand and Portfolio Architecture, Brand Positioning, Brand Name, Narratives and Voice, Visual Identity
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