KORE
Background
Airpacks design, manufacture and deliver practical insulation solutions around a suite of high quality Expanded Polystyrene (EPS) products. They are one of the smaller companies in the Irish market, competing against large competitors such as Kingspan, Quinn and Xtratherm.
The Challenge
Airpacks wanted to create a unique brand and market positioning for its range of insulation products that would help set it apart from its larger competitors and ensure ongoing sales growth in a declining EPS market.
Our Approach
We undertook in-depth competitor research and internal company analysis to establish the possible Brand Positioning for Airpacks and what made them unique. While the larger competitors were very product focussed, we identified that Airpacks had an opportunity to set themselves apart by providing a complete range of products and services that would deliver Insulation & Energy Saving Solutions to self builders, contractors and architects. This approach helped them build on their key strengths and engage customers in a different way.
To brand the new product range we created KORE - a powerful and memorable brand name that was unique in the construction market. The tagline - Building Today for Tomorrow - was developed to work with the name to help communicate the brand philosophy of creating buildings with a low life-time cost through insulation and energy saving technologies.
A whole suite of sales and marketing materials was created to successfully promote all the KORE products enabling it to maintain and even grow its market share in these trying times.
The corner stone to this success has been the consistently applied KORE brand and sub brands. Each piece of marketing material, website, vehicles, product manuals have all been designed following clearly detailed brand guidelines to improve brand recognition and ensure the company projects a professional image versus it's larger competition.
The Result
The branding uses a powerful name, strong elements of colour and clear, well designed support material to ensure it is easily recognisable within the industry differentiating KORE from its competitors and helping to win new business.
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