CAMP has a new image: stronger, more contemporary and closer
Camp changes image but not identity. The company kicked off 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 closeness and helpfulness. The direct tone and strong language tell of a company confident in its products and quality.
Catalogo e prodotti
Redesigning the brand, we moved on to products. The first phase was the reorganization of the catalog. After a lengthy study, six new ranges (Industry and DIY, Construction, Plumbing & Heating, Automotive, Home, and Sanitizers) were created to help customers better navigate the offerings.
The next phase was the redesign of the more than 180 labels to enhance the products and ensure strong on-shelf differentiation. Once the labels were defined, the new catalog was designed, so as to offer a complete overview of Camp services and solutions.
Comunicazione
The process of change has also touched digital and social communication tools, with a new web portal, new social channels, and new paid ads campaigns.
In the website everything is at your fingertips, with clear and easy-to-navigate 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 is not stopping.
