In 2009, Strauss Group purchased the waterbar brand Tami 4 with the vision of creating a new global brand – Strauss Water. A few years later, having discovered that around 90% of Israelis still refer to the brand as “Tami 4”, Strauss Group decided to adapt the branding to the consumer perception and use Tami 4’s assets to strengthen the Strauss super brand and vice versa. We faced two challenges: changing the interaction in the brand architecture and developing Tami 4’s brand promise.
Strauss Water set out on a multi-system move to upgrade the user experience at all levels, from the water quality level to the consumer experience: leveraging innovative technology that personalizes the water experience for each member of the family to new purified drinking-water solutions in universities that allow you to fill up a bottle with purified water at the touch of a button for a symbolic price. At the brand architecture level, we changed the interaction to allow Tami 4 to take the lead and Strauss Water to become the endorser. The cracking of the new brand promise – working wonders in water – is actually an adaptation of the Strauss super brand’s brand promise (working wonders) for the water world.
We built a brand color palette which corresponds with the Strauss super brand. We created a visual language based on images inside Israeli family homes, showing the user experience with purified water in a very authentic, personal way.
We built a brand color palette which corresponds with the Strauss super brand. We created a visual language based on images inside Israeli family homes, showing the user experience with purified water in a very authentic, personal way.
We linked all the products that are brands in-their-own-right such as Maze, Primo and others to Tami 4 as sub-brands. At the logo level, we turned the letter “a” in Tami to a drop of water, which is the essence of the promise “working wonders in water”.
We linked all the products that are brands in-their-own-right such as Maze, Primo and others to Tami 4 as sub-brands. At the logo level, we turned the letter “a” in Tami to a drop of water, which is the essence of the promise “working wonders in water”.
Knowing that branding equals positioning, we built a specific communication system for the chain stores, the most significant touchpoint with the consumer. We created a new look for the product line and the packaging to increase their desirability, on par with brands like Nespresso, our main competitor over counterspace in the modern Israeli kitchen.
Knowing that branding equals positioning, we built a specific communication system for the chain stores, the most significant touchpoint with the consumer. We created a new look for the product line and the packaging to increase their desirability, on par with brands like Nespresso, our main competitor over counterspace in the modern Israeli kitchen.
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