Indastro — New brand of industrial dry mix mortars

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Task

Industrial dry mix mortars are difficult in terms of both production and customer support. Western manufacturers are dominating the market and set the price of projects too high in order to make up for potential risks of their realization in Russia.

Sedrus company gathered a team of professionals with experience in construction, production of dry mixes and business to change the situation in the sector and make the best technologies accessible.

Our task was to create a new brand of dry mixes for industrial construction, which included brand positioning, naming, logo, graphic style and packaging.

Solution

As a result of strategic stage, we created the new brand positioning: "Open technologies". It communicates affordable prices and willingness to share technological expertise. The new brand is not just a product, but also consistent consulting support, including on-site analysis, selection of materials, designing regulations and technical use chain.

The name "Indastro" nods to the industrial use of the dry mixes and creates a connotation of a reliable product. The logo translates the idea of open technologies.

To underlines industrial character of the product, we used specific professional markings instead of infographics and icons typical for consumer products.

We used color-coding to make visual identification of the products easier.