A consolidated approach
By consolidating into a portfolio of three, under a parent brand, we were able to position SFI and its brands to meet its customer and market needs.
Introducing connectivity and consistency would allow SFI to roll out its portfolio and expand its influence within different markets while driving positive equity at every level.
The new product suite
This brand architecture and portfolio strategy simplifies the offering while reinforcing the brand’s key attributes.
It’s a structure that allows SFI to position products appropriately, eliminate product cannibalisation and maximise reach and breadth in all markets.
This project won an ABA100 Australian Business Award for Brand Management.
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