Store chain brand for the HoReCa market

challenge

01

Market research

02

Brand strategy

03

Positioning

04

Naming & tagline

05

Logo & visual style

06

Functional space

about company

The company is engaged in wholesale and retail sales of packaging, disposable tableware, napkins, household chemicals and products for confectioners.

Territory: North Caucasus and Northwestern Federal District Headquarters: Grozny
Main direction: HoReCa

Service

It provides goods to two main categories of customers:

Who are the clients: buyers from cafes, restaurants and hotels, less often - private buyers.

What do they buy

Confectioners

Who are the clients: amateur confectioners, small productions and private bakeries.

What do they buy

All clients are divided into two groups:

B2B

B2C

Restaurants, cafes, bakeries, pastry shops and hotels. Buyers, as a rule, are managers, owners or entrepreneurs who value speed and clarity, because their work directly depends on supplies.

Private clients who organize their life and delight loved ones. They are bought a lot for family celebrations and holidays.

Before applying to a branding agency, the company already had two stores in Grozny.

The plans include expanding the range, selling goods under their own brands, entering the markets of the Southern and Central Federal Districts. All this required the creation of their own brand.

research

Audience motives

Despite globalization, traditions and habits remain in each region, which are important to consider when creating a brand.

To understand the company from the inside, we went to Grozny, where we were convinced that in the North Caucasus there are almost no boundaries between business relations and friendship, here the mentality significantly affects all business processes.

"We are valued for simplicity. This does not interfere with business, it is a matter of mentality. We provide individual prices and allow borrowing. The main thing is the human approach"

Head of Sales at Fortime

positioning

HoReCa products are not a unique product of our customer, they are also sold by other market participants. The main difference from competitors lies in the knowledge of the needs of customers: some need installment plans, others need warehouse space, and others need delivery on the day of order

The new brand is more than just products. The company tells and suggests how to preserve the temperature, appearance and quality of the product with the help of the right materials, promoting trends in safety and practicality.

The goal of the brand is not to sell as much as possible - it finds a "smart" product that can solve the unique problems of each client.

For each client there is a "smart" product. The task of the brand is to find it and provide additional services depending on the needs.

So, we formulated the positioning hypothesis:

naming

For the last 15 years, the company has been operating under the name Megapak. There were several reasons to change it:

The neologism "Fortime" was chosen as the name of the brand, the basis of which were the words:

• forte – strength, perseverance • forte – strength, perseverance

• форт – крепос • fort – fortress, protection • fort – fortress, protection

• time – on time • time – on time • time – on time

The market is full of names with the root "pack", this significantly reduces the ability to stand out from the competition;

The product range has not been limited to packaging for a long time;

The company moves to online sales;

"Megapack" is already a registered trademark of another company.

Service provision

fortime

Goods for confectioners

Product group brandline for Horeca:

Brandline of confectionery group:

For external communications, we have created the slogan "First in order", which involves several semantic categories:

Tagline

Emphasizes the company's leadership in the niche of HoReCa products.

Emphasizes the ambitions of the brand, which plans to enter new markets.

logo

The Fortime logo consists of a text and a symbolic part. The iconic part is built on the basis of a circle connected by two plexuses of four colors.

This geometric design is visually related to both the packaging and caring hands hiding something valuable in the palms. The metaphor of service and care as the main value of the company became the basis of the sign.

For the successful development of the brand, it was important to choose neutral visual solutions. The palette is formed on the basis of a range of five primary colors: azure, sea breeze, crimson, crimson peak and saturn.

Raspberry shades - goods for confectioners, symbolize the holiday and the brightness of taste.

Azure shades - providing service, symbolize purity and freshness.

Gray and silver are additional colors used as background and font solutions. Their neutral nature allows you to keep the overall range, making the palette richer.

visual style

The corporate pattern is a key element of the visual identity of the Fortime brand. A seamless pattern is built by multiplying a graphic element both horizontally and vertically.

Style-forming graphics consist of logo elements and are used only in combination of two objects of the same color.

Pattern

store space

Head of Sales at Fortime

"People are shy: coming into the store, the buyer will tell you anything so that you get rid of him. If you didn't guess right with the price or offer, the client will simply answer "no", and you won't understand why"