SAG: a rebranding for a leading global rug producer
Client:
Services rendered:
Today, SAG is a leading rug manufacturer, one of the top 3 globally in the equipment and process technology level. An important area of their operation is rug and carpeting production. The brand is well-known in the Uzbek market, with solid sales.
The company decided to expand its presence and enter the Russian market. On top of that, the SAG team wanted to strengthen their position at the domestic market and combat the brand duplication, as well as to compete against Iranian, Turkish and Chinese rug manufacturers in their own category. They wanted us to help them design their new positioning, communication strategy and identity.
The company decided to expand its presence and enter the Russian market. On top of that, the SAG team wanted to strengthen their position at the domestic market and combat the brand duplication, as well as to compete against Iranian, Turkish and Chinese rug manufacturers in their own category. They wanted us to help them design their new positioning, communication strategy and identity.
The new brand positioning effort included several stages:
- A trip to Uzbekistan: an introduction to the company's staff, a study of processes, a brand audit and a store check of SAG's competitors;
- A study of materials provided by the company, a store-check of their Russian competitors;
- An office-based analysis;
- Positioning concept development;
- New brand architecture development.
The SAG brand audit identified a number of growth areas, considering that SAG was already moving in the right direction and had an excellent foundation for fine-tuning. Our joint objective with the client was formulated like that, “do everything possible to transition the company to a globally new level.”
When it comes to the B2B service quality, B2B partner approaches, retail attribute development, creating an attitude toward the brand and not the product, the Russian and Uzbek rug market today is underdeveloped. SAG, therefore, had a head start: they realized they had to change something. The company is currently undergoing a drastic transformation toward trusting young professionals, globalization, engineering transformation, with all that reflecting in their attitude toward their dealers. SAG was to develop the retail industry in their country, pushing their dealers to modernize and follow the company's guidelines and values. SAG sets the bar and creates trends.
When it comes to the B2B service quality, B2B partner approaches, retail attribute development, creating an attitude toward the brand and not the product, the Russian and Uzbek rug market today is underdeveloped. SAG, therefore, had a head start: they realized they had to change something. The company is currently undergoing a drastic transformation toward trusting young professionals, globalization, engineering transformation, with all that reflecting in their attitude toward their dealers. SAG was to develop the retail industry in their country, pushing their dealers to modernize and follow the company's guidelines and values. SAG sets the bar and creates trends.
After studying the category, the market, competitors and the business itself, we came up with a new positioning concept: the SAG level. Every level opening up to the industry in the rug category is a SAG level. SAG opens any product niche, any innovation, any production capacity, any logistics and business conditions.
The SAG production site is key communication contact point for B2B, as well as B2G, B2C, MICE and HR audiences. That's why we had to design a brand architecture by arranging all units and departments into a clear structure with its own attributes and a brand platform.
After the positioning and the brand architecture, we moved on to the retail. A detailed audit of the retail concept in force at the moment of the rebranding identified strengths and weaknesses that served as the basis for our offer.
The SAG production site is key communication contact point for B2B, as well as B2G, B2C, MICE and HR audiences. That's why we had to design a brand architecture by arranging all units and departments into a clear structure with its own attributes and a brand platform.
After the positioning and the brand architecture, we moved on to the retail. A detailed audit of the retail concept in force at the moment of the rebranding identified strengths and weaknesses that served as the basis for our offer.
Our identity concept was built on preserving and reimagining tradition, transitioning tools to a new level, relevant for the modern context. We developed a unique lettering for the logo that includes different typesets and stylistic devices within them. The letters feature striking triangular serifs that make the Antiqua font look modern and geometrical, but still reference the writing tradition and visual elements and remind everyone that rugs are not just a function, they can also mean aesthetics and decor. The letters “s” and “a” looking at each other appear to rhyme and create an ornamental feel referencing traditional rug patterns.
The color palette includes a rich blue color to preserve continuity with the current brand colors, while shades of beige remind us of traditional architecture and nature of Samarkand, the city of the company's origin. The supplementary palette includes a number of accent colors used in the brand visuals for variety, same for the color solutions in product design.
We spent a lot of effort on brand communication, developing creative copyright texts in three languages. We employed a native Uzbek copywriter to make our communications ring true in the audience's own language.
The dynamic, style-forming visuals form an unbroken stretch of graphic modules and patterns that symbolize constant development and product range variety spurred by new technologies. The visuals also reference the symbols of the Silk Road that played a key part in the development of Uzbek rug weaving.
When developing our new retail concept, we made a CJM that helped us better understand the customers, their needs and purchasing behaviors. That enabled us to formulate our new retail concept, “Anyone can find a rug at their level. We introduce you to that rug at our best level.”
The new store format is inspiring: the flagship is SAG XP where you can only purchase the best rug for you, but also immerse yourself in the rug weaving culture. The stores help you choose: the brand communicates with its customers at every turn, highlighting all their rugs' features and advantages.
We used the new positioning, the SAG level, to design the brand's communication strategy. That concept is an endless source for all the future marketing communications, accurately relaying the company's value system and setting a clear vector for the corporate culture development.
In developing the SAG architecture, we set the Method SAG apart as a separate area. It consists of unique patented technologies, premium yarn and cotton the company uses to create its high-quality rugs. The focus on in-house technologies emphasizes the excellent product quality and strengthens the brand's market reputation.
The SAG marketing team was very pleased with Depot's efforts and the audience's reaction to the rebranding. Apart from its business function, the project required a deep dive into the Uzbek history, culture and art, and our team rose to the challenge. The identity and positioning we chose are so unique and fitting, that we feel 100% sure our concept will be successful.
We already seeing the results on launch: 200,000 organic deliveries and collaboration offers from leading Uzbek brands. We're planning to increase all brand-focused KPIs even further: client loyalty, brand health and, most importantly, brand associations.
SAG plans to expand to Russia and other neighboring countries in the coming years. We have already launched a store in Yekaterinburg and plan on opening showrooms in other Russian cities. We want to grow into a brand that represents Uzbekistan all around the world.
We already seeing the results on launch: 200,000 organic deliveries and collaboration offers from leading Uzbek brands. We're planning to increase all brand-focused KPIs even further: client loyalty, brand health and, most importantly, brand associations.
SAG plans to expand to Russia and other neighboring countries in the coming years. We have already launched a store in Yekaterinburg and plan on opening showrooms in other Russian cities. We want to grow into a brand that represents Uzbekistan all around the world.
Mokhitobonu Kendzhaeva, SAG brand director
To finish off the rebranding, the client and the Lokals marketing agency designed a video ad that followed our communication strategy. The new brand was presented at the TAF International Advertisement Conference.
Team:
Anastasia Tretyakova, Executive Creative Director,
Farkhad Kuchkarov, Strategy Director,
Semyon Shatylo, Creative Director,
Galina Evdokimova, Copyright Department Director,
Polina Sergeeva, Art Director,
Ksenia Mirokhina, Designer,
Maksim Kopelyuk, 3D Designer,
Evgeny Nikitin, Motion Designer,
Anna Komleva, Designer,
Anastasia Kharuk, Senior Strategist,
Elena Kuzmina, Project Manager,
Svetlana Malinskaya, Director, Account Management Team,
Sofia Levchenko, Business Development Manager,
Aleksey Andreev, Managing Partner,
Anna Lukanina, Managing Partner,
Anna Kalinicheva, Sales Director,
Darya Sobolyanova, Business Development Director,
Svetlana Trubnikova, PR Manager,
Aleksandra Rumanova, PR Manager.
Anastasia Tretyakova, Executive Creative Director,
Farkhad Kuchkarov, Strategy Director,
Semyon Shatylo, Creative Director,
Galina Evdokimova, Copyright Department Director,
Polina Sergeeva, Art Director,
Ksenia Mirokhina, Designer,
Maksim Kopelyuk, 3D Designer,
Evgeny Nikitin, Motion Designer,
Anna Komleva, Designer,
Anastasia Kharuk, Senior Strategist,
Elena Kuzmina, Project Manager,
Svetlana Malinskaya, Director, Account Management Team,
Sofia Levchenko, Business Development Manager,
Aleksey Andreev, Managing Partner,
Anna Lukanina, Managing Partner,
Anna Kalinicheva, Sales Director,
Darya Sobolyanova, Business Development Director,
Svetlana Trubnikova, PR Manager,
Aleksandra Rumanova, PR Manager.
Client team:
Oybek Abdukhalimov, SAG Marketing Director,
Mokhitobonu Kendzhaeva, SAG Brand Director.
Collaboration team:
Farkhad Kuchkarov, Strategy Director,
Alina Vasilyeva, creator of the Urba rug collection,
Roman Belyaev, creator of the White Noise rug collection,
Polina Sergeeva, Art Director,
Maksim Kopelyuk, Website Designer,
Dmitry Eremeev, Digital Director,
Svetlana Trubnikova, PR Manager,
Aleksandr Zhegulov, Copywriter,
Elena Kuzmina, Senior Project Manager.
Oybek Abdukhalimov, SAG Marketing Director,
Mokhitobonu Kendzhaeva, SAG Brand Director.
Oybek Abdukhalimov, SAG Marketing Director,
Mokhitobonu Kendzhaeva, SAG Brand Director.
Collaboration team:
Farkhad Kuchkarov, Strategy Director,
Alina Vasilyeva, creator of the Urba rug collection,
Roman Belyaev, creator of the White Noise rug collection,
Polina Sergeeva, Art Director,
Maksim Kopelyuk, Website Designer,
Dmitry Eremeev, Digital Director,
Svetlana Trubnikova, PR Manager,
Aleksandr Zhegulov, Copywriter,
Elena Kuzmina, Senior Project Manager.
Oybek Abdukhalimov, SAG Marketing Director,
Mokhitobonu Kendzhaeva, SAG Brand Director.
End Date:
10/08/2024
