PIMPO REPOSITIONING
A beautiful story of over 20 years
with education in Brazil.
Pimpão is a family business that sells teaching materials. It is recognized in the market where it operates for its personalized service, product quality and especially for its greatest asset: the people who represent this company, with special attention to Seu José, the owner, better known as "Seu Pimpão", in the educational environment.
Founded in 1992, since then it has gone through a great evolution, the market has also changed and then there was a need to update its positioning, reviewing brand identity, institutional communication, visual identity, etc.
CLIENT
Client: Pimpão
Founded in: 1992
Segment: Toys and Teaching Materials, Playgrounds, Educational Robotics
WHAT HAVE WE DONE
brand diagnosis:
business analysis
analysis market
analysis of competitions
target audience analysis
semiotics study with audience
value proposition
brand platform
manifest text
slogan
logo and branding
brandbook and application manual
IN SEARCH OF PIMPÃO ESSENCE - DIAGNOSIS
Well, since we were going to tell in a new way this whole story that we were falling in love with little by little, it was necessary to know each organizational aspect in an intense investigative process consisting of interviews, experiences in the company, diving in the market, analysis, qualitative and quantitative research . Deep and ingrained values surfaced. When looking at the market, it was easy to discover how much the company is admired by everyone, including its competitors.
PIMPO MANIFEST
Every transformation starts with the people. It is through them that the world changes, improvement. That is why our purpose is linked to education through people. IT'S in this way, understanding contexts, dreams and expectations of teachers and schools that we seek, with passion, respect and professionalism, products that contribute to build the positive present and future we imagine for our country.
We believe in the word, in honesty and our family is ahead of a business for which you have talent and the essential value of those who bet on education: humanity – in the full sense of the word. So, it's through the relationship between people and the excellence in the products we offer, which we are committed to contributing effectively to education through of a work that is in the DNA of our family and our employees, which is done with intelligence, ethics and passion for more 20 years old.
POSITIONING
In a market full of companies that sell exactly the same products as Pimpão (but not in the same way), it manages to differentiate itself by humanized service, after-sales above average, credibility, reputation and proximity. In addition to some essential values that are innate to the brand and that differentiate it from the competition. This set was elaborated and turned into the material for the positioning and all brand speech.
BREEDING - IN SEARCH OF THE PERFECT BEAR
It was clear the attachment to the bear both by the company and by the market, because our analysis they showed that unconsciously he is recognized as the representation of his José, who in turn is the persona that represents the company.
We developed a dynamic that was applied to the influencing public, which showed us the recognized physical aspects of the bear, as a transmitter of the brand's values. What exactly represents trust, charisma, closeness? Through this semiotic analysis we develop the character, chromatic and typographic pattern, in a set that will "talk" with the audience in a strategic and true way.
SLOGAN
