Egida is a leading manufacturer of foam materials, fabrics, glue and accessories for soft furniture. It has two production sites in both Russia and Kazakhstan and a wide dealership network. Egida is one of the few companies that integrally supply furniture manufacturers and make most of the components at their own sites. 

Egida mainly focuses on the B2B sector, but has recently started to develop B2C brands, first of them being Elax.

In order to continue the development of non-spring technologies and increase their penetration of the Russian market, market leaders should create not only consumer brands but also engage in creating strong corporate brands for themselves.

We had a task to rebrand Egida company: define corporate brand identity, renew the logo and visual identity and build brand architecture.

A corporate brand is different from a consumer brand, first, because it has several target audience groups. We carried out series of interviews with employees, dealers and partners, plants and soft furniture stores to assess the present state of things and define the next steps. 

We found out that there was a gap between visual communication and service model of the brand, which was in the way of creating a cohesive brand image for clients. That was why one of our tasks was to implement a unified work approach and communications, which would help sustain a consistent image of the brand.

Market and competitor analysis showed that consistent brand image had positive influence on the market share. However, most of the Russian companies in the same sector were not able compete with Egida on federal level because they could not integrally supply furniture manufacturers and, therefore, practice quality control. Quality control is a great advantage for B2B clients and has potential to influence the whole furniture market.

After target audience analysis, we saw that information flows and education on the Russian furniture market were insufficient, but there was a strong interest in growth and innovation, which was refrained by crisis and limited finances of the players. Nevertheless, there is now a growing segment of new companies, which are interested in producing and selling tech-savvy goods and need strategic support.

In course of our strategic work with the client, we defined corporate brand identity for each target audience, articulated brand platform and architecture.

Company’s focus has always been people, who use soft furniture manufactured with Egida’s materials. That is why Egida's mission emphasizes people: “Create comfortable environment for people, while developing innovative products and growing together with partners”. The slogan “Egida – the backbone of comfort” is born from the mission and points out the main occupation of the company – manufacturing materials used in soft furniture production.

New visual system was constructed around the existing logotype, which was drastically reworked. It had to be modernized to become more innovative, while the system needed boldness and flexibility. This work resulted in Egida’s new logo, which inherited typographic layout and graphic approach of the previous version, but acquired the character we needed.

Two systems of subbrands were built around the main version of the logo. First – defined by product category: Flexible foam – manufacturing and selling several dozens of foam brands; Accessories – hardware and accessories for soft furniture manufacturing; Textile – furniture fabrics; and Glue. Each group of logos has its individual logo version and color scheme. Second group of logos – variations of the main logo used for branches in Russia, Belarus and Kazakhstan.

   

Graphic solution for this complex system is supported by common logic, main color, typeface and typography in combination with additional color, pattern and photo style for each subbrand. This way each subbrand has a slight difference in its visual system, which helps differentiate but still tie them to the main brand.

Additional elements of the visual system include color scheme, patterns, photo styles, typefaces and typography. The common color for all subbrands is steel grey that emphasizes reserved and innovational character of Egida. Additional bright colors add dynamics and emotions to communications.

Unique patterns developed for each subbrand carry graphics based on type of material produced. The main brand’s ornament is a combination of ornaments of the subbrands.

Photographic style for each subbrand is chosen based on the type of goods and additional individual color.

The visual system is simple and easy to use, and has potential for further development.

As part of the project, we refreshed all business documentation, ad material, printed goods and packaging. New visual identity was tested during the International furniture fair. Plans include new website, office renovation, switching to a new platform and new format of dealership centers.

    

    

    

New image of the company should positively affect the relationship with clients and partners, increase Egida’s attractiveness as an HR-brand and define it as a manufacturer of high quality innovative materials.

Long-term aim of the company is to become the leading manufacturer and seller of innovative materials for comfortable furniture. In tune with this vision, we renewed its visual identity and triggered positive change inside the company. We formulated main principles and values of the brand, which will allow to enhance relations with clients and partners and become a more appealing HR-brand for skilled specialists.