Challenge
Kalecolor is a new paint manufacturer that came on the scene at a challenging time; market conditions were impacting everyone, and the sector was already filled with some powerful brands. Amidst these obstacles, Kalecolor needed a brand strategy, a launch campaign, communication materials, and ultimately, a solution that would raise brand awareness.
Solution
Powerful competition dominated the market, so we recommended niche positioning for the brand: We would align it with the hues found within the natural world. And not just anywhere, but specifically in Turkey. Campaign materials communicated that the dramatic and beautiful colors in the country’s natural world can also be found in Kalecolor. Magnificent photography brought the concept to life, with shots of different locations in Turkey taken by Nuri Bilge Ceylan, one of the most talented eyes in visual arts. This Nature and Colors theme was consistent throughout all materials— and even on the retail level. We named paint colors after locations: “Bosphorus Turquoise is in Kalecolor”
Results
Kalecolor now has a secure foothold in the market, and a fresh and colorful identity that non-traditional consumers will gravitate toward.