Macleod GLBAFood & Beverage · ETG World (Vamara)
Built the entire identity for a new FMCG group, across countries
Work by Gail Macleod, Stratcom Branding
13 market lock-ups in the style guide
Transcript: the words on screen
No spoken words. The film ends on the Vamara bull mark and the Vamara Group wordmark.
The bull
The Vamara bull on the corporate identity style guide: At Vamara we break new ground.
Four complementary colours code the four market groups, drawn on a map of Africa.
Select a numbered pointer on the image to see what it shows.
The values
We break new ground through innovation, passion and strength.
The mark
Logo construction: the bull and the wordmark, with the clear space and the country line.
Interactive architecture
The whole identity: one bull, thirteen markets, four colours
Stratcom built the entire identity for Vamara, a new FMCG group, across countries: one monolithic corporate identity. Each market keeps the same mark in its own lock-up, colour-coded by how mature the market is. Select a market.
Namibia
Established markets
Established markets
Emerging markets
Frontier markets
Potential markets
Source: Vamara corporate identity style guide and the Stratcom project plan in the ETG World / Vamara folder.
Markets in the brand guide
13market lock-ups in the style guide
The brand architecture page of the Vamara style guide draws one lock-up for each of 13 markets, grouped by maturity. The count is what the guide lists. The client's own spin-off brochure says the group was present in 8 countries and lists Kenya, Tanzania and Rwanda as registered expansion territories, so the guide includes markets still to come. Select a market for its group.
Established markets (yellow)
Emerging markets (red)
Frontier markets (pink)
Potential markets (purple)
Namibia
Namibia has its own Vamara lock-up in the Established markets group, coded yellow.
Source: Vamara Style Guide'17, Brand architecture page and market colour page.
Film
Transcript: the words on screen
The mighty, regal and revered Bull…
A powerful and enduring symbol of bold leadership, protection and preservation;
An icon of strength, courage, passion and virility;
A provider of great wealth and success.
Drawing the plough that breaks new ground, allowing seeds to grow and lands to thrive, fostering a pedigree bloodline and safeguarding the herd's ongoing survival.
Today this leadership has never been more critical…
As Vamara we will lead … with conviction, courage and integrity.
We will push forward … embracing our challenges & breaking new ground.
We will succeed … delivering unrivaled & sustained growth!
The unusual part is the scope. Vamara is a new FMCG group from ETG World, and Stratcom's files hold the whole identity for it, built as one architecture: the name, the bull and its brand story, the purpose and values, a lock-up for each of 13 markets, a colour system that codes market maturity, ten category lock-ups, the touchpoints, a brand film and the launch brochure.
The whole identity, for a new group
Vamara is a new FMCG group from ETG World, and its launch brochure is titled The Spin-Off. Stratcom’s files hold the entire identity for it, across countries: one architecture, from the name and the bull down to a lock-up for each market and each category.
The project plan is titled Corporate Identity Roll Out, Monolithic. One brand sits over every product category, and each market receives the same mark in its own lock-up: 13 market lock-ups, from Namibia to the UK.
What the files hold
The naming workshops produced the Vamara name. The brand story is the mighty, regal and revered bull, an icon of strength, courage and passion that draws the plough that breaks new ground. The purpose reads: to feed the advancement of a continent, locally and globally. Today. Tomorrow.
The style guide sets out the mark, the values (innovation, passion, strength), the colour system, and the touchpoints: business cards, corporate folder, packaging, signage, billboard and vehicle livery. A launch film tells the brand story, and a launch brochure sets out the group.
The system
Four complementary colours code the markets by maturity: Established, Emerging, Frontier and Potential. Ten category lock-ups sit beside the market lock-ups, so a market and a category can be read from the same mark.
What the files do not show
Commercial results. Prices in the project plan are confidential and are not shown.