Diavena
Client
Diavena
Job Description
- Repositioning x 3
- Visual identity x 3
- Manifesto x 3
- Manifesto videos x 2
- Key visuals x 3
- Marketing plan
- Process reorganisation
- Website upgrade
Summary
Diavena is the leading Bulgarian producer of canned fish. However, the largest part of the company’s revenue doesn’t come from its brand portfolio, but from private-label production for retailers and other brands. Our job was to execute a full-scale rebranding and to build the company’s marketing capabilities, thus, unlocking the company’s potential for business development driven by their own brands.
Problem
1. The company’s brand architecture didn’t effectively convey Diavena’s true advantages, scale and potential.
2. Diavena’s own brands needed a stronger visual and communication appeal across all touchpoints.
3. The company needed to upgrade its marketing capabilities.
Approach
The Corporate Brand
After multiple interviews with the family that owns the company, its management team and tenths of canned fish lovers, neutrals and deniers, we had to finally ask ourselves: “What lies at the heart of Diavena?”. The answer is straightforward: the company is built on generations of responsibility (three, to be exact) towards the food that gets into their cans and towards you – the hungry person in a hurry to prepare a quick meal or snack on the go. After finding their essence, we collaborated with Photon Graphics to not only change their messaging, but also their whole visual brand identity.
Diavena
Diavena – the first brand in the portfolio carries an important role in the family. It is the flagship brand, carrying most of the legacy of the mother brand.
From our research process, one was clear – fish is good, but cooking fish is not something people like doing. We therefore repositioned the brand around a simple idea:
“We cook fish, so you don’t have to.”
With a fresh logo, modern packaging, and a clear, relatable message and visuals, Diavena now stands out as the go-to brand for quick, ready-made, tasty fish meals with their plethora of benefits.
To give life to this idea, we not only changed the brand’s packaging, but we created a video manifesto that shows people that fish, although tough to prepare, is easy to eat. Anywhere. Anytime. Mmmm… Fish.
Diavena loved the video so much, that instead of just keeping it for their own digital channels, they ran a nation-wide TV & digital campaign.
From this
To this
Manifesto Video and Text
Marketing Set-Up
A brand doesn’t go too far on inertia. This is why we created a cohesive marketing structure to ensure consistent presence across all touchpoints. Оur ground-up work in this area included defining the company’s marketing processes and tools, plus HR services (headhunting for Diavena’s next marketing manager, then onboarding her).
Next up
There is more work we’ve canned for next year. Follow us on Linkedin to see our next project with Diavena.