After a successful path in the b2b market
, Nastek — leader in Brazil in high performance data communication systems — would start its journey on sales directly to the final consumer by launching a line of trackers unlike any other. The need to create a brand that truly dialogues to its audience is much greater in the B2C market when the relationship between company and consumer is closer and more personal. The importance of such a dialogue is even greater when the product carries such an emotional appeal. Trackers, even though they’re electronic devices (and tend to have an inherent coldness), relate directly to care, safety and quality of life. Thus, Nastek intended to launch a line of trackers that would differ from everything already on the market: with excellent signal levels, long life batteries, extremely reduced sizes and a pretty and functional design. Thus, saad
branding+design was called to create a brand to revolutionize the market so that Nastek consumers would have everything and everyone they loved within sight, even if at a distance.
a brand connected to its audience
The project that originated the brand was supposed to fulfill a gap left by the competitors of the niche: none of them had a personal, close or friendly positioning for their products. From the original strategy and from many immersion researches, the name Yon
was chosen. Short, direct and easy to pronounce, Yon means “distant but within sight” and relates functionally and emotionally to the trackers. The entire identity was developed under the concept of all connected
so that it suggests movement, speed and connectivity, the main attributes of the trackers. Several lines of different colors cross the logotype and the visual identity connecting letters, words and images. The lines, the colors and the simplicity of the logotypes allow a variety of brand applications, reinforcing its presence as a multifaceted brand.
proudly made in brazil
The brand overcame expectations even before its commercial launch. The first product of the line, Yon Bike Lamp — a small tracker in the shape of a bike light — gained a lot of attention from the specialized press worldwide during the pre order period. Over 400 relevant international websites, such as Yahoo! Finance, BusinessWire and Fox News, recognized Yon Bike Lamp as an innovative product and highlighted its proud brazilian origin. The branding and graphic design projects for Yon gained recognition too, having received awards from Brazilian Design Biennial and Brazilian Graphic Design Biennial, and also being featured on publications such as Color Code and websites like Packaging of the World, Identity Designed, Creative Inspiration and Daily Inspiration. The branding project also influenced the pricing strategy, allowing Nastek to increase its sales price considerably due to the added value acquired with the project, besides opening their first international headquarters in Miami, USA.