GUARAND
"Reliability, security, guaranteed quality"
Background
Auto-atelier “Comfort Auto” provides a full range of car tuning services, individualisation 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 start-up of a new trade mark from “Comfort Auto” – a shop of car accessories.
Task
The project tasks included creation and registration of a new trade mark, 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 trade mark 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, recognisable, 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 trade mark exists in the world for a long time, but in the Ukrainian market has appeared only recently.
As a result of brainstorming by specialists of different fields (and 15 copywriters, marketer, designer, project manager and 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 a 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
Rapture means delight, 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 will certainly feel not 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 a kind of true motorists, devoted to the road and their iron horse. In addition, this name is definitely reminiscent of the English word combination “All Right”, meaning “everything is in order”
CROSSPACE
3. CROSSPACE. The coined word is a neologism combining two English concepts cross (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 analogue of the English word “force” (force, action, meaning, intensity), denoting the noun “big”.
СoLLossus
5. CoLLossus (Colossus). The basis of the name-neologism is Colossus of Rhodes, a famous statue erected by the Greeks at the entrance to the harbour off the island of Rhodes. At the mention of Colossus there are associations with a giant guardian of colossal (large) size. The term “colossal” is often used to describe something immense or majestic.
NEWVIEW
6. NEWVIEW. Игровое название. Срощенное из двух английских слов «new» (новый) и «view» (вид, взгляд, мнение, кругозор). Название прямо раскрывает выгоду и отличие продукта. Коротко, емко и символично.
King road
7. “King of road”. King of road” means “king of roads”. The name “King road” declares that the products of the trade mark 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 probably the only place where everything should be iron simple and clear. A brand with such a name clearly defines the destiny and purpose of the brand: everything for the road, everything for your road, your car line.
Guarand
9. Guarand. 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, big). 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 variant of the name, Guarand. Therefore, at the next stage, our designers started to create a logo design for a trade mark with this name. We developed more than 10 different 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 No. 1
Concept No. 2
Concept No. 3
Each packaging design has a non-verbal message to the motorway 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 colour 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 start-up – a car accessories shop with a sound name, original logo and well-recognised packaging design. The new trade mark was successfully registered, and today Guarand is one of the most famous shops among motorists in Ukraine. Design of the new TM – car accessories shop
