Adel, Enabler of Good Work
Adel has been found in 1969 by one of the leading conglomerates of Turkey, Anadolu Group. Adel’s high quality pencils and stationery products have become well known in Turkey taking an important place in education of endless generations. Adel, except for paper products, both in terms of output and product range, is the biggest stationery manufacturer of Turkey and nearby countries. Since its foundation, Adel has had cooperations with Faber-Castell and with this partnership, Adel continues its investments which add value to Turkey.
Although being one of the leaders in stationery business with his heritage, expertise and production capacity, Adel’s brand value and perception was not at its deserved level.
So, CBA has been asked to define Adel brand vision and build its brand positioning.
Building an inspiring corporate brand to create a win-win synergy between the corporate brand and its portfolio.
This crucial brand “renaissance” project started with a deep analysis of the brand though interviews held with various stakeholders and wide scope assessment of the competitive landscape. Upon the pain points and challenges identified, CBA defined a new brand positioning and brand essence both for the corporate and product brand of ADEL leveraging its values and unique propositions. A brand new visual identity has been created to support Adel’s new brand positioning and strategy, where the colors already associated with Adel, yellow and black were leveraged in an innovative way, reflecting the values of Adel. The new visual identity has been designed in a way to organize the newly to be structured Brand Architecture of Adel, covering its very wide product portfolio. Associated colors and elements of both the main visual identity and subcategory identities were successfully extended by CBA to create a brand universe to enhance the brand awareness.
Visual identity and brand universe creation steps were followed by the packaging design relaunch initiative, which enabled ADEL brand to rejuvenate on shelf. Varying from in store application/material design to consumer experience designs at exhibitions or even further to new product design innovations, CBA leveraged the new identity of ADEL in multiple legs of the holistic communication of the brand.