ETG World: Vamara. Built the entire identity for a new FMCG group, across countries

An icon of strength, courage, passion

Vamara is a new FMCG group from ETG World. Stratcom's files hold the entire identity for it, across countries: the name, the bull and its brand story, the values (innovation, passion, strength), a lock-up for each of 13 markets, ten category lock-ups and the touchpoints. The credentials line is an icon of strength, courage, passion.

The files also include the Vamara brand film and the launch brochure, The Spin-Off.

How the identity was built

Stratcom generated names for ETG's consumer-facing brand, and Vamara was the chosen name. The identity presentation then set out four identity routes around it. The bull was favoured, with the New York Stock Exchange bull as a point of departure.

Each route was held to six design criteria: unique, eye-catching, emotive, simple, memorable and able to reduce in scale. The presentation works the bull's stance until it engages rather than retreats, traces the animal logo from realism towards abstraction, checks the colours competitors already hold, and tests each route on a website navigation bar.

The project plan treats the roll-out as one monolithic corporate identity, in workstreams: strategy, name generation, brand essence, brand architecture, logo development, font development, touchpoints and execution. The guidelines list covers logo grid and clearspace, identity rules, fonts, iconography, illustration and photographic style, tone of voice, layout grids, and dos and don'ts. The touchpoint list covers stationery, signage, vehicle livery, packaging, digital, advertising and promotional items.