How to build visual identity for a distributor that sells 50 000 products

The relevance of visual identity

Customer: Romnin Concept 2005

This company is probably the biggest distributor of solutions for electrical installations in the country. Starting with 2005 is has grown continuously, even during the crisis years, based on the desire of offering to its customers good quality solutions at correct prices. Today, with a team of over 30 people and a fiscal value of more than 7 million euros in 2017, Romnin Concept is one of the biggest distributors in Romania. This year they have started e-commerce through a dedicated platform.

Toud role

Toud had the task of rethinking the visual identity of this company so that it can better communicate the promise, values and area where it operates. Toud stepped into the story when the company decided to begin e-commerce in order to completely meet its customers’ needs. It was the moment they knew they needed a rethinking of brand strategy and a redrawing, or as we say a redesigning, of visual identity.

Where we started from

National development, hundreds of local partners and a professional team

This company from Arges County focused in over 11 years of activity on creating direct selling channels to companies all over the country. For them, B2B (business to business) or B2C (business to consumer) had no relevance; they have managed to build a business on H2H (human to human) principle, which was the basis for accelerated development. Without giving much of attention to marketing, image or online presence, this company has created a huge distribution network in very short time.

Toud had to take all this content and to bring it to life in a relevant, friendly and strong visual identity.

Former identity

The strategy stage led us towards some important ideas in terms of design:

  1. the importance of visually correlating the brand with the industry
  2. the need of creating a friendly brand
  3. the importance of showing professionalism and the idea of quality

We identified electricity as common element for all over 50 000 products and we built several proposals based on the idea of electricity correlated with elements presented above. More than that, we tried to keep us apart from cliche symbols (lightening, electrical outlet, light bulbs, plugs). We wanted to find something deeper, more representative, clearer.

Down below are the first proposals and a number of simulations.

We had the chance of working with a company that knows very well its customers. Although the decision seemed to be hard to take, all the logos having their own pretty consistent direction, it was easy for our team to choose. Because a strong, clean, simple and easy to understand image was needed, we chose the version you will see below, the one that we made even more visible and more powerful.

How do you see this project? Do you think Toud’s approach is suitable (we know that the question is kind of harsh as you don’t know anything about the quality briefing and the strategy elements are almost non-existent)?