GUARAND
"Reliable, secure, quality assured."
Background
Auto-atelier “Comfort Auto” provides a full range of auto-tuning services, individualization of the car according to the latest requirements of comfort and safety. KOLORO Agency had an opportunity to take part in the launch of a startup of a new brand from the company “Comfort Auto” – a store of car accessories.
Task
The project tasks included creation and registration of a new trademark, development of TM logo design, as well as creation of packaging design for the specified line of car accessories.
Decision
Naming and spelling of the name
Work on the project began with the development of the name of the new TM – naming.
The trademark of the company “Comfort Auto” combines several types of products for cars: video recorders; xenon light; alarm system.
The customer had the following wishes for the name: the name should be memorable, recognizable, positive and English-language; the buyer should believe that the brand is on the market for a long time; the consumer should think that this brand has existed in the world for a long time, but in the Ukrainian market appeared only for a long time.
As a result of brainstorming by specialists of different areas (and 15 copywriters, a marketer, a designer, a project manager and a brand manager worked on the project) more than 200 titles were developed, from which 9 titles were selected for presentation. The selection was made by survey method, as well as by checking for popularity, patent purity and compliance with the terms of reference.
The 9 best titles from the focus group survey:
Rapture
1. Rapture – from English. is rapture, admiration, rapture, ecstasy. In addition, the word “rapture” is consonant with the words reptile and also raptor – dinosaur, fighter plane. Therefore, the buyer of alarm systems of the company with this name, certainly, will not feel like a victim, but a real predator.
O'ride
2. “O’ride.” Ride. The main message is a safe ride. The name, consisting of the word Ride (from English – ride, walk, road, rider) and the Irish prefix O’, denotes a brand belonging to the genus of true motorists, devoted to the road and their iron horse. In addition, such a name is definitely reminiscent in sound of the English word combination “All Right”, meaning “everything is in order”
CROSSPACE
3. CROSSPACE. The coined word is a neologism combining two English terms cross and space. Such a name is associated with something large-scale, big and having no limitations for existence in time and space.
Fors
4. Fors is an analog of the English word “force” (force, action, meaning, intensity), denoting the noun “big”.
CoLLossus
5. CoLLossus (Colossus). The basis of the name-neologism is the Colossus of Rhodes, a famous statue erected by the Greeks at the entrance to the harbor off the island of Rhodes. When Colossus is mentioned, associations are made with a giant guardian of colossal (large) size. Yes, and the term “colossal” itself is often used to refer to something immense or majestic.
NEWVIEW
6. NEWVIEW. Game Title. Derived from two English words “new” and “view” (view, view, opinion, outlook). The name directly reveals the benefit and distinction of the product. Short, succinct and symbolic.
King road
7. “King road. In English, “King of road” means “king of roads”. The name “King road” declares that the brand’s products allow the motorist to become the master and king of his road.
CarLine
8. CarLine – the line of your road, literally “car line”. Many people associate life with the road, and the road is perhaps the one place where everything should be ironcladly simple and straightforward. A brand with a name like that clearly defines the brand’s destiny and purpose: everything for the road, everything for your road, your automobile line.
Guarand
9. Guarand. The name is a neologism created from two words: Guard (guard, guard, guardian, protector) and Garant (from French “guarantor”). Visually and phonetically, the word also resembles the English word Grand (great, large). Since the sound of the word is familiar to the Russian-speaking consumer, such a name should evoke trust, a feeling of reliability and security, as well as be associated with quality GUARANTEED by the manufacturer.
“Comfort Auto” – opted for the last name variant – Guarand. Therefore, at the next stage, our designers started to create a logo design for the brand with this name. We developed more than 10 different variants of logo design proposals, from which three most promising ones were selected.
Logo design for Guarand TM
Logo - Magnets
Logo - Blinker
Logo - Headlight - variant approved by the customer
Brand elements - packaging design and logo
KOLORO designers developed several packaging design variants, which were tested on focus groups, among which three bright and stylish packaging design variants were selected.
Concept #1
Concept #2
Concept #3
Each package design has a non-verbal message to the road style (which is reflected in oblique lines and other graphic elements), as well as a picture and verbal component (brand name and the word “Xenon” written in unique fonts, other verbal elements, texts, etc.).
Since the customer approved the first version of the packaging, we used the color scheme of the logo corresponding to this design.
Guarand TM logo
Result
Based on the results of the project, we can talk about the successful launch of a startup – a car accessories store with a sound name, original logo and well-recognized packaging design. The new trademark was successfully registered, and today Guarand is one of the most famous stores among motorists in Ukraine. Design of a new TM – car accessories store
