Background

Vinalines Container was formed in 2008 as a separate entity from Vinalines Container Shipping Company so as to be more competitively focused in the container shipping segment. Vinalines Container specializes in container shipping and service, dominating the domestic market with 30% market share.

Objective

In anticipation of increasingly fierce competition from both domestic and foreign rivals, Vinalines Container’s senior management were determined to consolidate the brand’s leading position in the domestic market while simultaneously prioritizing its development in the international segment.

Action and Result

As part of our comprehensive Brand Differentiation Strategy, and in order to reflect the market-leader status in the shipping segment, we used a number of techniques to clarify the ideal persona, archetype and personality traits of the brand, namely responsive and reliable. Regarded as one of the most important points of difference for Vinalines Container, its new persona was now also in harmony with the brand’s deep-rooted business philosophy, of ‘a promise is always accompanied by actions’.  

Next, with a solid Brand Differentiation Strategy in place, we created a unique and effective logotype. Using other strategy-based core visual elements, we extended them into key media that gave Vinalines Container a consistent impression in the marketplace and significantly enriched its equity.