Kariiou branding | Communication Arts

Christel Deskins

Responses by Toormix Background: Kariiou is a paper products company located in Yiwu, China, that wanted to become a recognizable brand at points of sale and overcome its status of “generic brand” that had been prevalent in its business model. So, the main objective was to consolidate the brand as […]

Responses by Toormix

Background: Kariiou is a paper products company located in Yiwu, China, that wanted to become a recognizable brand at points of sale and overcome its status of “generic brand” that had been prevalent in its business model. So, the main objective was to consolidate the brand as a specialist in the sector while at the same time internationalizing it, making it more global and competitive without losing the value of experience and its productive capacity.

Reasoning: The new positioning seeks to connect with its clients and define itself as a contemporary brand that corresponds to a certain lifestyle. More specifically, in the happiness and the “festive” moments that users experience while interacting with the product. A happiness that translates into moments to enjoy life, friends and family. This includes products such as notebooks, personal diaries and packs for celebrations and anniversaries that become moments of authentic happiness and enjoyment. “Happy Moments” was the slogan chosen for the new branding.

Challenges: The goal of the commission was to create a reference brand with extensive experience that is capable of producing hundreds of different models and designs for every season. Kariiou is a specialist in the world of paper products, ranging from bags of all sizes, rigid cardboard boxes, notebooks to planners of various formats and every type of associated product. In addition, the brand is dedicated to special products for parties and celebrations.

Favorite details: We like the flexibility of the graphic concept and the way we played with all the elements to enhance the visual code in each application. This makes the branding more variable and creatively exciting. The result is rich and, at the same time, consistent with the creative idea of the party and happiness brand values. The results avoid the repetition of the same elements every time and have a powerful result in the whole system.

Specific demands: The client gave us lots of information and documentation and also a clear analysis in which our benchmark and research was useful to situate the objectives and opportunities for the project. Sometimes, such a large amount of information can be confusing and also prevent us from being creative, but it turns out, this initial research was interesting, and we learned about the Chinese market and culture that was different from our Barcelona origins.

Anything new: We’ve verified that creating a brand slogan for the Chinese market is hard. The trademark registration system in China has millions of names already registered and although most of the proposals are only registered but do not exist in reality, this makes it difficult when it comes to finding a perfect name free of copyrights. After various studies, proposals and verifications, we decided to make a variation of the letters of the original brand to establish an adequate solution for the project. In this case, the double i’s have helped us in the design of the graphic proposal.

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