YOU FOUND IT!

TitleYOU FOUND IT!
BrandDZINTARS
Product/ServiceCOSMETICS MANUFACTURER
Category A02. Rebrand / Refresh of an existing Brand
Entrant McCANN RIGA Riga, LATVIA
Idea Creation McCANN RIGA Riga, LATVIA
Idea Creation 2 OVERPRICED DESIGN Rīga, LATVIA
Production McCANN RIGA Riga, LATVIA
Production 2 OVERPRICED DESIGN Rīga, LATVIA
Credits
Name Company Position
Valters Jonāts McCANN Riga Executive Creative Director
Anete Ķestere McCANN Riga Creative Director
Ilze Konošonoka McCANN Riga Art Director
Kristaps Baumanis McCANN Riga Graphic Designer
Kristaps Siliņš McCANN Riga Head of Strategy
Jānis Pētersons White Label Strategist
Armands Evertovskis White Label Strategist

Background

Dzintars - a legendary Latvian cosmetics brand well known for its quality products through decades had lost its identity by trying to “keep up with the times” and by copying foreign brands. Customers did lose interest in a brand they didn’t recognise anymore. So much so that “Dzintars” had to file for bankruptcy. Our task was to bring the brand back to life, motivate to buy and also work not only locally but also for the export markets - Lithuania, Estonia, Russia, Ukraine, Georgia and others. We needed to develop a brand identity that attracts modern buyers, yet respects the heritage of the brand.

Describe the creative idea (40% of vote)

We recreated the brand inspired by the heritage of Dzintars geometry and modernism - the era of Dzintars beginnings yet adding a fresh and contemporary system to it’s many products. We gave back a voice to a truly Latvian brand by marking each and every product with a Latvian flag and giving all the products names from coastal Latvian towns honoring the national treasure of Latvia “Dzintars” (n. amber). A brand once lost had found its way to the customer’s home again.

Describe the execution (40% of vote)

The new identity takes the graphics and colourful design heritage of Dzintars and reconstructs it into a fresh and contemporary system. These modernism inspired shapes are now used in all the communication of the brand starting form the products itself and ending with film and all the advertising materials, creating a unifying feeling and instant recognition. Inspired by modernism and the geometric aesthetics of Dzintars’ golden age, a combination of shapes was created. The shapes go in tandem with a lighter, but architecturally similar logotype, giving the brand a coherent, fresh and punchy look. These visuals are now being used all throughout the communication of the brand, starting from the products themselves, and ending with the TVCs and all advertising materials.

List the results (20% of vote)

Despite the sceptical opinion of a lot of local experts, Dzintars gained great results - first of all it managed to attract the younger generations - 44,1% of all purchases in Dzintars e-shop were people in age group 25-34 years. Their website was viewed by 180,000 unique visitors. During the first 4 months Dzintars enterprise gained 1 million revenue which is rather impressive for a relaunched brand in the country of nearly 2 million inhabitants. Also the brand new visual appearance and communication was perceived very positively in social media - people discussed, shared and liked the brand materials as they rarely do with regular brands communication.