265
July 2, 2017
Corbeta
Colombiana de comercio S.A
Need
International company
exposure
A./ Designing an international strategy as a gateway to new markets represents the opportunity to establish a clear, attractive, and strategic first contact. The pieces must be more than just a presentation: they should become a channel of conversation that expresses the brand’s global character and connects with diverse audiences.
The challenge lies in implementing a contemporary, coherent, and adaptable visual and verbal language that allows a diverse product portfolio to be integrated within a single narrative, maintaining unity without losing identity.
As a parent company that traditionally communicates through its brands, opportunities to speak directly to its audiences are limited. The strategy expands this horizon, offering its own voice that projects vision, solidity, and openness to new partnerships.
Logbook
Company
Leading distributor and wholesaler in Colombia with a broad portfolio of mass-consumption products, home appliances, household goods, IT products, hardware, and lubricants. Corbeta has a sales force of over 1,000 representatives serving more than 30,000 clients, including supermarkets, stores, minimarkets, department stores, hardware stores, and more.
Composition
The strategy
expands the horizon
Research
50%
Business
30%
Design
20%
Colors
A visual that
adapts to 4 colors
Primary
AaHexadecimal
#225180
Secondary
AaHexadecimal
#53b262
Complementary
AaHexadecimal
#cada80
Complementary
AaHexadecimal
#ffffff
Results
Strategic centralization
of all brands
- Definition of communication language
- Definition of brand attributes
- Target audience direction
- Information centralization
- International strategy design
- Art direction and production
