Project Description

RE-POSITIONING, ZAR FORMENTI

BRAND & COMMUNICATION STRATEGY

We have been asked to reposition the brand in order to make its image stronger and more appealing, considering also the entry of new competitors. With its unique design, Zar Formenti dares to stand out, and so the people who choose it. After qualitative researches (focus groups, street interviews) we chose the “standing out benefit” as the one to focus the whole positioning on. The new positioning and brand claim became:  “The Gut to be different”