A brand repositioning project for Arpe, a company specializing in microfiber products
For more than 25 years, Arpe has been producing, printing and designing microfiber pieces. Arpe is a company specialized in the making of this material with a strong historical tradition and a significant role in the design and innovation. Currently, Arpe embarks on a new chapter in which they seek to enhance both the recycled fabric and those products that favor a cycle which respects the environment. With the creation of new products and a constant concern to remain ahead of the curve, Arpe seeks to consolidate its new presence in the market through a new image in line with its new positioning.
Challenge
With the daunting challenge of competing on a global scale, Arpe differentiates itself from the competition for manufacturing, printing and designing in the same space, without intermediaries and with a significant role in innovation and care of the processes. Its image must align with this positioning, which should be explained clearly, forcefully and with its own language by means of a new brand.
Process
The first part of the project helped define a series of dynamics in order to get to know not only the company and its workers, but also its processes and manufacturing, as well as understanding how the future of microfiber is addressed through its possibilities, uses and technologies.
Subsequently, a series of workshops helped redefine brand values and verbalize a new graphic brand proposal. Differential values were sought in order to link them with the emerging needs of the market and above all, with a clear focus on the future of the production of this material.
The value proposal
With all this, Arpe seeks to consolidate its position in the local and global market through a clear, honest, real positioning and as a leader in the sector. Values such as sensitivity, creativity, professionalism, the practicality of its products and specialization in the world of microfiber make them unique, distinctive and above all, highly competitive in such a dynamic sector, which has a very strong vision of the future . If we also add other attributes that form part of the DNA of the brand such as its textile tradition, its location (Barcelona brand), sustainability, the manufacturing process, printing and design in the same space and the fact that they are leaders in the innovation of this material, the result is a company of strong value.
From here, we build a new image and graphic code that represents the values mentioned in a creative way, in order to represent creativity and innovation. The drop refers to the printing, while the pattern designed illustrates the microfiber fabric and, finally, a colorful and contemporary graphic expression brings coherence to the new positioning.
«Making, printing and designing microfiber products in Barcelona» fully defines its differential argument. This baseline explains, on one hand, the range of products they develop, and on the other, the values and other strategic elements of the brand. The creation of a library of icons and different and highly representative prints are added in order to indicate the products.
Conclusion
The new Arpe brand reflects a clear and fresh language, which transmits a creative positioning in an intelligent way while generating a very personalistic graphic code. Both aspects help develop the different elements of communication in a functional and distinctive manner.
