Biocarpet
Dusting off Romania’s most appreciated carpet cleaning brand
Interstar is one of the top players in the Romanian house cleaning category, with a wide portfolio of local leading brands. The company produces and distributes Biocarpet, the most familiar and appreciated brand for carpet cleaning — holder of the no. 1 position in market share for more than a decade, at a time when the competition from global brands and the private labels of retail chains became fierce.
Brandient was contracted for an auditing and renewing process of the brand, both at the level of identity and the way the packaging communicates with the consumers. The analysis of the marketing research and the in-depth discussions with the client confirmed Biocarpet as one of the most known and appreciated house cleaning brands in Romania, the leader of its category. To keep it ahead as competition from global brands and retailer private labels intensified, Brandient recommended renewing the brand’s strategy, promise and identity — a contemporary, competitive arsenal built to protect sustainable growth.
The strategic heart of the work was a choice of territory. Biocarpet had long been understood as a stain remover, but its strongest, most defensible claim sat in a wider space: the brand best entitled to own the whole repertoire of carpet care — cleaning, maintaining, refreshing and reviving the carpet, not only lifting a spot. Brandient recommended building the brand around this "carpet expert" idea, a territory where Biocarpet was the most legitimate voice and where larger, multi-surface rivals were least credible. Alongside the standard line, the strategy framed room for a more premium, eco-minded generation of the product, so the brand could trade up without abandoning the loyal mainstream user.
Brandient redesigned the packaging graphic identity with respect to the brand equity built over the time — preserving the elements of recognizability and memorability, while adding a modern and rejuvenated look. The logo and label redesign followed a simplified approach, with a vivid and attractive chromatic for a feminine audience, keeping the familiar violet equity and lifting it with a brighter, cleaner palette. For the re-launch, Brandient also designed the label of an innovative range extension, specially created for the pet owners.
Two disciplines underpinned the recommendation and were meant to outlast the relaunch. The first was extension discipline: every future variant judged against the brand’s essence, the consumer and the competition, and added only where it could grow the brand as a whole rather than fragment it. The second was measurement — surfacing the Interstar corporate brand to lend reassurance across the portfolio, and tracking the brand’s health over time through a recurring brand index, so that leadership was managed by evidence rather than assumed from a single share figure.
Client:
Interstar
Industry:
Non food and CPG
Project type:
Brand Consultancy Specific Solutions
Date:
2010
Services:
Brand Audit
Brand Positioning
Logo and Visual Identity Program
Packaging Design
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