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Phantom Show How a Low Tech Trick Conveys Brand Essence

Phantom Show How a Low Tech Trick Conveys Brand Essence

“Neraida” cleaning services group, nowadays consists of “Rekor”, meaning ‘record’, and “Niagaras”, named after the Niagara falls. “Neraida”, meaning ‘fairy’ in modern Greek, was founded in 1978, in Thessaloniki – GR and today is the mothership of 3 major carpet & upholstery cleaning companies in town. The “Neraida” cleaning services identity, was focused around the concept of cleaning and the company’s “magical” name. The identity can be projected to all customers, portraying a commonly used service with liability, efficiency and consistent quality. Values which are reflected in the brand identity. Clean and sharp typography, contrasted with the colourful carpets, create the company’s signature mark, with a friendly but no less prestigious feel, combining the illustrative pluralism with the clean typographic compositions. Neraida’s cleaning services business cards, were coated through screen-printing with a heat-activated ink in a random patterns which mimics stains on carpets. Thus, when rubbing the surface lightly to remove the stain, it disappears and the carpet is magically cleaned. This low-tech trick helps make the identity memorable, conveys the message across all users and leaves a lasting impression on the viewer. Ten colourful carpet designs, based on various decorative styles and motifs, were designed for the main brand applications of Neraida cleaning services. From contemporary minimalistic and geometrical, to traditional-folk and classic persian carpet design, each new or existing customer can find within them the version which matches their aesthetic or the carpets they really own. As a corporate gift to long time clients, a special spray bottle was designed. The label informs the clients who to make their own homemade carpet cleaner. A small DIY solution; a homemade remedy carpet cleaner for smaller stains, to maintain the carpets until the next annual cleaning.

CREDIT

  • Agency/Creative: Phantom
  • Article Title: Phantom Show How a Low Tech Trick Conveys Brand Essence
  • Organisation/Entity: Agency, Published Commercial Design
  • Project Type: Identity
  • Agency/Creative Country: Greece
  • Market Region: Europe
  • Project Deliverables: Brand Identity, Brand World, Branding, Graphic Design, Identity System, Illustration
  • Industry: Retail
  • Keywords: carpet cleaning services, heat activated ink, color changing, illustrations, patterns, oriental motifs, rug, carpet, typography, illustration

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