Corbeta

Day

265

July 2, 2017

Corbeta

Colombiana de comercio S.A

Corbeta

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

    Aa

    Hexadecimal

    #225180

  • Secondary

    Aa

    Hexadecimal

    #53b262

  • Complementary

    Aa

    Hexadecimal

    #cada80

  • Complementary

    Aa

    Hexadecimal

    #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

Fun facts

Some details
of the process

Interviews

Around 50

Language

Everything had to be done in 2 languages

Brands

21 centralized brands

Duration

1 year

Year

2017 – 2018