Contributed by Ticiana Albuquerque of Curitiba-based Saad.
After achieving success in the business-to-business market, Nastek — a leader in Brazil in high performance data communication systems — started its journey into business-to-consumer (B2C) sales by launching a line of trackers to fulfil various demands. The need to create a brand that truly speaks to its audience is much greater in the B2C market when the relationship between company and consumer is much closer and more personal. The importance of this connection is even greater when the product carries the emotional appeal of trackers, where even though they’re electronic devices (and tend to have an inherent coldness), the character of its use relates directly to care, safety and quality of life, especially in Brazil with the country’s alarming violence rates.
That said, Nastek’s intention is to launch a line of trackers that differ from everything already on the market. With excellent signal levels, long life batteries, extremely reduced sizes, and pretty and functional design, Yon has been created to revolutionise the market so that Nastek consumers will have everything and everyone they love within sight, even if at a distance.
The project that originated the brand is supposed to fill a gap left by competitors in the niche: none of them positioned their products in a personal, close or friendly manner. The chosen name, ‘Yon’, means distant but within sight. Short, direct, and easy to pronounce, it fits the strategy perfectly, bringing personality and poise to the brand.
The brand identity has been developed under the concept of everything connected, pitching Yon as a flexible and dynamic brand, as well as suggesting movement, speed and connectivity, which are the main attributes of the trackers. The wordmarks are composed of the name Yon plus the respective complements, indicating the different uses: trackers for bikes, pets, senior citizens.
Several coloured lines cross the wordmark and identity elements, connecting letters, words and images. The lines, the colours, and the simplicity of the wordmarks allow for a variety of brand applications without losing the overall identity, on the contrary, reinforcing its presence as a multifaceted brand.
Yon has overcome expectations even prior to 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 worldwide attention during the pre-order period from specialised press. The packaging differs greatly from competitors, inciting curiosity and adding value to the product due to its sophisticated nature, shown through the excellent finishing, the application of the brand in a unique manner, and its exclusive design.
Yon Bike Lamp started to be sold officially in July 2014.
“If not for the branding project, we certainly would not be gaining as much worldwide attention as we are. The project led to a brand that is unique and full of personality.”
— Lauro Cruz, Nastek Technology director
>View more identity work on the Saad website.