Duraziv
How strategic branding helped a local brand take on global giants
In a Romanian construction-chemicals market dominated by global players, a local manufacturer set out to build a brand that could hold the shelf against them. Brandient created it.
The strategy started with the name. Duraziv™ — coined from durabil (durable) and adeziv (adhesive) — does several things at once: it is short, memorable, and quietly owns the category by naming the benefit itself. A local challenger’s hardest problem is recognition and loyalty against bigger budgets, and a name that states what the product is, every time it is seen, is a cheap and durable advantage.
Brandient made it visible with a striking single-color pack system in which product information leads and decoration gets out of the way — instantly legible on a crowded shelf, with color carrying the sub-category coding. And it was built to grow: a subtle turn on the logo let the brand extend cleanly from adhesives into paints, lacquers and plasters under one name and one set of rules — so a local challenger could become a local range without losing the recognition it had earned.
Client:
Duraziv
Industry:
Non food and CPG
Year:
2007
Services:
Brand Positioning, Brand Name, Narratives and Voice, Logo and Visual Identity Program, Packaging Design
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