Evvoli is a brand positioned around a breakthrough idea of design by evolution and growth by innovation. The new brand was added to a portfolio of strong brands competing in a fierce low-end market.
Evvoli is for the new generation of free and smart buyers who are seeking a brand that reflects their own individuality and lifestyle.
It’s a mix of a human-centric technology and a modern design approach that inspires people to evolve for life.
The home appliances and electronics category are one of the most competitive industries with very thin margins and a huge dependency on production partners for quality assurance and innovation.
MASA trading, our client in this exercise, has two successful brands – Star X (Tv’s and receivers) and General max (AC’s), playing in the low-end segment and targeting regional distributors. The owned brands are facing a lot of pressure from copycats and other Chinese players.
The management decided to be progressive with their thinking by creating a new brand that plays in a different segment and move the business to the future with better designs, better technology and modern branding.
Evvoli was built on a unique positioning – the idea of design by evolution, where we can make things better with our vision and the concept of growth by innovation, and where we can redefine the future.
After in-depth research to understand drivers of the industry, the future trends shaping technology and psychographic segmentation of buyers that deep dived into their interests, behavior and buying journey, Evvoli was born with a unique and invented name that merges the idea of evolution and life.
The brand concept is about transformation and movement, it’s a mix of art and design thinking.
It started with how everything in this world - earth, nature, humans and technology are in a constant state of evolution. We are all inspired by the movement that represents the evolution in our creative approach, where we see movement in sound, in vision, in art, in life and where every design starts with a movement.
The new emblem is a depiction of the first two letters of Evvoli – E&V. They are in a spiral shape that gives you an impression of a continuous movement – with no stops and no ending.
The typography was created and constructed to show our thinking as technology pioneers.
The colors we used to dress the new shape are carved from colors of nature - from the vibrancies of our world, from the Italian street buildings, from the shades of sunsets, from wall graffiti.
The brand Evvoli was born to send a message that this is a brand for humans who are always in action and are always in a state of movement.
The brand is released in Q2 2018, it has been registered all over the world as a trademark.