In business for more than 25 years, Fenplast, a Quebec manufacturer of doors and windows, enjoys a solid reputation in the industry. Its innovative bent and ability to anticipate market needs has put it in the lead amongst its competitors. In order to showcase these strengths, Fenplast decided to redo its brand identity, which had remained unchanged since its creation 25 years earlier.
Healthy home living is a growing trend as people spend more time at home and are willing to invest time and money to create a dwelling that reflects their desires. Staying in to relax and socialize, however, fosters an inward-looking perspective and disconnection from the outside world. To avoid this isolation, consumers are opting for more doors and windows that are also larger. Fenplast wanted to capitalize on this trend by adopting a stylish and aspirational brand image, going against the grain of the industrial and manufacturing image promoted by its competitors.
This approach is expressed through a frame-shaped logo (which is ambiguously a window or a door) that captures the company’s forward-looking spirit and ability to adapt to consumer shifts. The photographic platform extends the logo’s feel by offering flexibility. Multiple images displayed in a mosaic creates visuals that adapt to specific environments. Visuals always feature products in a lifestyle context that celebrates domestic well-being.
Launched a few weeks ago, the brand image has been a success with consumers and especially within the independent retail network, many of whom have even dropped their own image in favour of integrating with Fenplast’s. It’s a great victory for the company, who can now count on a strong, aligned network.
3575 blvd St-Laurent suite 900 Montreal, Québec H2X 2T7 CA