During our first conversations with Edesa, we were asked to create the graphics that would be applied to the control panels on their new product range. However, that apparently simple order would lead to a much more extensive project: a new positioning of the Edesa brand.

It just so happened that Edesa was in the middle of renewing their corporate image and redefining their branding strategy. With a new logo that had yet to be implemented, everything was about to be defined: corporate identity, product graphics and a new way of relating to users.

At Dhemen, we took on the role of overall image coordinator, a well-known figure in other countries with a more highly developed design culture.

The overall image coordinator, whether external or internal, develops a coherent brand image that is interrelated with the company’s different departments. The result is that the company’s facilities, products, marketing and communications all transmit the same values, and speak a unique language.

An overall image coordinator sometimes develops projects with external collaborators. It is necessary to surround oneself with professionals capable of working in any environment. For the 08 Collections project, we collaborated with Alambre Estudio, who developed the graphic identity and communications through catalogues and the Internet.

08 Collections was the starting point for a different Edesa: a renewed brand on a global market where the products are very similar in functional terms, and chosen based on emotion. It is also increasingly difficult to differentiate, as the quality and costs of the products within a range are similar.

Companies are therefore faced with the need to establish an emotional bond with the user. The brand is a key instrument required in order to compete, as it can change the perception of a company by adding value, credibility and uniqueness to its products.

Aware that no design is capable of exciting everyone, we had to diversify the products and reorient Edesa based on the new market trends. We had to leave behind the rational parameters that had previously segmented the market (age, price, sex, performance, etc.) and tune in to different user lifestyles.

We oriented the Edesa brand towards a more emotional world, which allowed us to connect with the lifestyles of people for whom we created different collections: Sport Collection, Romantic, Pop Collection and Metallic, in addition to the two special editions “Sport Classic“ and “Escala“.

The packaging and advertising that accompany the product create an intense emotional value because the added value of the brand lies not only in the physical product, but in everything that surrounds it.