Case Studies
<h2 class="text-style-allcaps text-weight-bold adaptive-brand">DREAM. DARE. <span class="text-color-brand adaptive-brand">DISCOVER.</span></h2>
Ando
ANDO SHOWS THE REMARKABLE SHIFT OF A FUNCTIONAL RUBBER SANDALS TO SOMETHING BEYOND IT; A LIFESTYLE FOOTWEAR & APPAREL BRAND WHO WALKS WITH YOU IN EVERY STEPS OF LIFE FULL OF SURPRISES.
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Branding Scenario
SINCE 1965 ANDO HAS BEEN PERFORMING CONSISTENTLY ON INNOVATIONS AND VARIOUS DESIGNS ON THEIR PRODUCTS THAT CAPTURE THE ESSENCE OF NATIONALITY.
ANDO conveys the pride of Indonesian brand through its quality, and it is ready to make a big leap to another milestone through premium product expansion that focuses on rubber sandals.
Aiming the new target of segmentation, Ando envisioned to build a brand reputation beyond functionality and formulate brand equity that reflect the brand audiences.
Branding Challenge
AS A LOCAL FOOTWEAR BRAND FOR LOW TO MIDDLE SEGMENT, ANDO NEEDS TO BUILD UP THE INTENDED NEW BRAND REPUTATION PERCEPTION AMONG TARGETED AUDIENCE FOR PREMIUM SANDALS.
Expanding their business by selling premium sandals, a solid differentiation among regular ANDO’s sandals is needed in terms of visual and quality as one of the brands brand equity elements.
Focusing on young generations in upper middle segment, Ando needs to stay relevant to the target market by reaching them through modern market expansion and be ever present in their lifestyle.
Branding Solution
ANDO CREATED A NEW BRAND TO DISTINCT THEMSELVES IN THE PREMIUM SEGMENT BY DEVELOPING A NEW BRAND “ZUMA" THAT PROUDLY POSITIONS ITSELF AS A PARTNER IN LIFE’S JOURNEY.
ZUMA encourages people to dream and daringly step out of comfort zone to chase and discover unexpected things with surprising experiences. As the distinctive element of ZUMA’s brand equity.
ZUMA goes beyond functionality, it invites young people to walk with them in discovering great things in life that are full of surprises building relevancy for the young target audiences.
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Ando
Zuma
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Ando
Zuma
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