KinKit: serious and manlike
Client:
NAATS company
Task:
To develop a brand of own brand of auto goods of the retail chain "Autorion". The new brand includes all categories of car products (batteries, accessories, consumables) and is a price leader in the network, which should be emphasized by the name and design to ensure maximum attention of the audience to the product in the retail outlet.
NAATS company
Task:
To develop a brand of own brand of auto goods of the retail chain "Autorion". The new brand includes all categories of car products (batteries, accessories, consumables) and is a price leader in the network, which should be emphasized by the name and design to ensure maximum attention of the audience to the product in the retail outlet.
Solution:
The unique offer for buyers of the new brand was a combination of low price of products, necessary and sufficient level of safety and quality guaranteed by the network “Avtorion”, a wide range of auto goods. The character based on the features of the brand was defined as affordable, economical, rational, serious and masculine. The name should be perceived as “something vaguely foreign, western”: one or two words, Latin, protectable in 3, 5, 7, 8, 9, 11, 1 2, 20, 21, 22 classes of ICTU. In accordance with these requirements the name “Kin Kit” was chosen, which literally means the following: “people's kit, set”, which clearly gives the name the necessary meaning from the point of view of positioning. Two words of the name differ from each other only by one letter, which also works on the memorability of the brand.The logo is based on the use of the number “1” as a symbol of superiority, leadership. Colors and design elements for the packaging are selected in such a way that the audience has associations with the design of sports, racing cars. Two stripes, “aggressive” red color, bold font in the writing of the name - everything works to make the packaging bright, active, well standing out on the shelf in a competitive environment.
The result:
The new brand of automotive products “KinKit” is presented in the trade network “Autorion” since October 2015, consumers highly appreciated the “price-quality” ratio of the new brand and increasingly prefer it. The company plans to supply the new brand of automotive products to other chains.
The unique offer for buyers of the new brand was a combination of low price of products, necessary and sufficient level of safety and quality guaranteed by the network “Avtorion”, a wide range of auto goods. The character based on the features of the brand was defined as affordable, economical, rational, serious and masculine. The name should be perceived as “something vaguely foreign, western”: one or two words, Latin, protectable in 3, 5, 7, 8, 9, 11, 1 2, 20, 21, 22 classes of ICTU. In accordance with these requirements the name “Kin Kit” was chosen, which literally means the following: “people's kit, set”, which clearly gives the name the necessary meaning from the point of view of positioning. Two words of the name differ from each other only by one letter, which also works on the memorability of the brand.The logo is based on the use of the number “1” as a symbol of superiority, leadership. Colors and design elements for the packaging are selected in such a way that the audience has associations with the design of sports, racing cars. Two stripes, “aggressive” red color, bold font in the writing of the name - everything works to make the packaging bright, active, well standing out on the shelf in a competitive environment.
The result:
The new brand of automotive products “KinKit” is presented in the trade network “Autorion” since October 2015, consumers highly appreciated the “price-quality” ratio of the new brand and increasingly prefer it. The company plans to supply the new brand of automotive products to other chains.
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