Creating a brand for a mass consumption company that grows and diversifies.
Belleza Express was a consumer product company that offers toiletries, medicinal and pharmaceutical products as well as cosmetics and accessories. The products were marketed and sold with independent brands. The corporate brand – Belleza Express – was not recognized by consumers. The company projected a fragmented brand image in the market was not taking advantage of potential brand synergies among their different lines of business. Belleza Express decided to undertake a comprehensive branding program.
Marqas developed a detailed diagnosis that included key audience perceptions for the corporate brand as well as all their product and service brands. We determined that the organization needed to raise the visibility of its corporate brand to take advantage of the synergies that existed between the different lines of business. Since the name Belleza Express did not convey the brand values, we recommended a name change. The new name – Bivien – is short and evokes ‘approachable or friendly’. We redesigned the logo and developed a more modern and fresh visual identity system. The brand identity was applied to all the company’s communications systems. The new corporate brand allowed plays different roles within the portfolio (endorser brand and product brand), which brings it much closer to the consumer. This new brand allowed Bivien to position itself to become an important consumer products company.