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At the merger of two companies, Frövi and Korsnäs, I was responsible for launching and implementing the brand platform for the new company. My team devised a single-brand strategy, handling the product branding and communication under the mother brand umbrella. The platform also served as the foundation for a brand book, as it dealt with issues such as brand identity and communication guidelines. For the new company and its spearhead products, we developed a visually exciting symbol – a jewel-studded cone – and successfully communicated its value proposition to the premium market segments under the concept Shape Your Brand. This made a memorable impact on the market.
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