Serge Ferrari, a manufacturer of technical membranes in composite materials, is entering the furniture, solar protection, and yachting sectors. How could the brand be established as a guarantee of quality among a BtoC target audience?
The ingredient brand
A prosumer/consumer connection point and a growth driver, Serge Ferrari, like Gore-Tex in apparel, wants to become a visible “ingredient” that spells quality to the general public.
a transversal brand territory
Marketing the offering
How the brand offering is marketed and segmented was overhauled to make selling easier. The four benefits of using the technology play a central role as brand pillars.
Graphic elements combining
design and technology
A graphic standards manual, including color guidelines, was produced to segment products clearly and highlight the brand’s tech benefits and applications. More than 200 proprietary visuals were created to illustrate the technology’s added value and product applications.
Expanding into BtoC
A BtoC digital strategy to drive business growth