CAMP has a new image: stronger, more contemporary and closer
Camp changes image but not identity. The company initiated a transformation project involving the brand, products and communication tools.
The journey began with a strategic choice: eliminate the three brand lines - Professional, Surface Care and Home Care - and bring all products together under the historical brand, which was redesigned to make it more contemporary.
The next step was the definition of a new payoff: Power to your work.
The payoff addresses users directly, to communicate proximity and availability. The direct tone and strong language tell of a company confident in its products and quality.
Catalogue and products
Redeveloped the brand, moved on to products. The first phase was the reorganisation of the catalogue. After a long study, six new ranges (Industry and DIY, Building, Plumbing, Automotive, Home and Sanitiser) were created to help customers better orientate themselves in the offer.
The next step was the redesign of the more than 180 labels to enhance the products and ensure strong shelf differentiation. Once the labels were defined, the new catalogue was designed to offer a comprehensive overview of Camp's services and solutions.
Comunicazione
The process of change also touched the digital and social communication tools, with a new web portal, new social channels and new paid ads campaigns.
On the site, everything is at your fingertips, with clear and easy-to-use information. Navigation is smooth and comfortable, products are always in the foreground and a news section offers tips and tutorials.
The evolution has just begun. Camp does not stop.