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Qwell by Valser

Brand Strategy + Brand Design + Storytelling & Engagement + Strategy Implementation + Strategic Prototyping + Business Transformation

Delivering a new brand identity for a Coca-Cola service brand.

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THE BRIEF

Tap into new and existing customer groups through fresh brand positioning.

Since 2011, Coca-Cola HBC has been operating a beverage home delivery service in Switzerland under the Valser Service brand, which was set up by Valser in 1961. The 120 or so Valser delivery staff deliver to over 100,000 customers throughout Switzerland every year. In 2018, the delivery portfolio had already expanded beyond Valser water to include a large part of the Coca-Cola product range.

The objectives:

  • Develop a new, younger customer group while retaining existing customers and target groups.

  • Expand orders to the entire Coca-Cola portfolio and thereby increase the average turnover per customer.

  • Bring the existing employees on board.

  • Cost-efficient implementation of the rebranding within a short period of time.

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THE SOLUTION

In-depth analysis to determine a strong brand realisation.

After an intensive analysis of the objectives and target groups, the customer-specific value propositions were first developed and recorded in a trendsetting brand positioning.

In consultation with experts from the Coca-Cola Company and an interdisciplinary core team, the new brand identity was then translated into alternative brand presences, which were tested and further developed according to feedback. With the decision in favour of the Qwell brand and the corresponding brand identity, the realisation phase began, in which almost all customer interaction points were redesigned, from workwear and communication materials to employee involvement and the Qwell truck wrap.

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THE IMPACT

A new, common visual identity, recognised by target segments.

The new brand identity was met with approval and positive responses from target audiences as well as employees. Coca-Cola HBC gained satisfied customers in the target segment (B2B and B2C) in the double-digit percentage range. The launch of the new brand was also highly successful with the Quell staff.

The client observed increases in orders of non-water products and increases in turnover per customer in the single-digit percentage range. Implementation of the new brand was also completed within 12 weeks in line with tight time constraints.

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