Penalty Design & Branding PENALTY’S REBRANDING by Oz Design

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Industry Apparel, Clothing & Footwear, Sportswear, Athletic Footwear & Accessories
Media Design & Branding
Market Brazil
Agency Oz Design
Designer Mariana Oliveira, Bruno Tomé Canovas, Guilherme Callegari, Bruno Villardo, Eduardo Stollagli, André Poppovic
Released September 2011

Credits & Description

Category: Consumer Products
Advertiser: PENALTY
Design And Strategy Director: Ronald Kapaz (Oz Design)
Designer: André Poppovic (Oz Design)
Designer: Guilherme Callegari (Oz Design)
Designer: Eduardo Stollagli (Oz Design)
Designer: Bruno Tomé (Oz Design)
Designer: Mariana Oliveira (Oz Design)
Designer: Bruno Villardo (Oz Design)
Account Manager: Aline Farkuh (Oz Design)
Production Coordinator: Sonia Pimentel (Oz Design)
Media placement: Visual Identity, Product Packaging, Show-Room, - Penalty’s Sports Equipment/apparel At Points Of Purchase, Such As Balls, Official Jerseys, - May 20, 2011

Describe the brief from the client
Penalty invited us to coordinate the development of a planned brand repositioning action, geared at the expansion and strengthening of the brand, working on branding as a tool to refine and manage the identity, with the ultimate goal of giving form and content to Penalty’s internationalisation strategy as a Brazilian brand of sports equipment and apparel.

Describe the challenges and key objectives
The brand had been under the pressure posed by the strengthening of international, market-leading brands, such as Nike, adidas and Reebok, and the limiting conditions of not counting on the same level of resources as those companies invest in their strategies, thus needing to shift their result strategy from fire power to ‘differentiated proposition'. As a Brazilian brand historically associated with soccer, and as Brazil is 'the country of soccer', nothing would be more natural (and curiously, it is still not exploited) than becoming the brand of Brazilian Soccer and of the values associated thereto: grace, coexistence, magic, contrast and affection.

Describe how you arrived at the final design
We did a technical immersion in the company’s culture, in the logics of its market, in the positioning of leading brands, in the values of Soccer and of its Brazilian-ness, and in its distribution channels and relationship with its various stakeholders, through technical interviews with internal and external audiences, consumer surveys, anthropologists and thinkers about soccer and Brazilian-ness.
We consolidated a strategic choice and a brand positioning through the design of a thorough aesthetic to express the new brand identity and all complementary product identity elements: design of proprietary typeface, packaging, show room and extensive product line.

Give some indication of how successful the outcome was in the market
Sales have demonstrated the brand is now better understood and considered by the domestic and international audiences. At road-show actions and presentations of its new positioning in Brazil and abroad, all comments and feedback received were positive and completely in tandem with expectations, in terms of understanding and creating loyalty, and have led to a 15% sales increase. As that action is still very close to its launch date, it is expected that such figures and the consolidation of the brand identity will cause an even steeper upwards curve.
The events of FIFA’s World Cup will be a great opportunity for the brand to prove its potential.