Creating a unified Brand for Conselheiros da Visão, Portugal's largest optical cooperative
Conselheiros da Visão
REBRANDING
Conselheiros da Visão, a large cooperative of opticians in Portugal, faced a unique situation. As a cooperative, decision-making involved a group with diverse entities. They lacked a cohesive brand identity, making it difficult for customers to recognize the collective strength and expertise of CV.
Additionally, CV offered a wide range of products, from budget-friendly options to premium brands, requiring a solution that could encompass this variety.
AIM
Develop a flexible brand system that could cater to different product value positions and target audiences.
CHALLENGE
Unite a diverse group of opticians under a single brand identity while preserving the individuality of each member.
STRATEGY
The team conducted a survey encompassing both internal (opticians’ owners, employees) and external audiences (customers, partners).
This revealed a strong sense of professionalism and rigor across CV, along with the need to cater to diverse customer segments seeking affordability, trust, and product variety.
RESULTS
Was designed a brand system that could adapt to different needs. The core brand identity remained consistent, with variations in color, texture, and design elements to reflect different product value positions.
For instance, lighter colors and a more modern aesthetic could represent budget-friendly options, while darker tones and a more sophisticated presentation could convey premium offerings.
To further cater to specific market segments, sub-brands were created, each with a distinct focus and messaging aligned with its target audience’s expectations.
A clear and concise brand signature, “Our focus, your vision,” summarized CV’s core value proposition: providing expertise to ensure optimal vision for their customers.
