Services
Brand Architecture
Brand Identity Design
Brand Strategy
Communications Design
Innovation Strategy
Naming Strategy
Packaging Design
Trend Analysis
Year
2011-2012
Sector
Beauty and Care

Transforming a Heritage Cologne Brand into a Leading Retail Brand

As one of Turkey’s oldest beauty & care manufacturers, Rebul was facing adverse trade conditions, resulting in a detrimental effect on the brand and the business overall. They understood that a drastic rethink of the operational structure was required. What emerged was an ambition to develop a new retail brand that would act as a re-launch of the parent brand and add growth to the organisation.

Rooted in heritage, Rebul was born over 118 years ago with a promise of quality, luxury and innovation that had diluted to the point of becoming lost over the years. Our goal was to reignite this purpose.

Through in-depth face-to-face interviews with key stakeholders across the company, we were able to gain a deep understanding of what was truly unique about the organisation and the commercial problems the new brand extension needed to resolve. Our data and trend analysis into the local and international beauty & care markets identified key market growth opportunities around product, brand experience and distribution. These insights were then distilled to inform our product, brand positioning, pricing, naming, retail experience and design strategy.

Impact

The first new retail concept store was launched in Brandium in Ataşehir, Istanbul in March 2013. Since then, 11 further stores have been rolled out in the last 24 months – 8 in Istanbul, 2 in Ankara, 1 in Izmir and 1 in Bursa. Total Atelier Rebul turnover more than doubled in 2015. The view now is for the brand to become global with the first international store to launch in Northern Europe early 2017.

“When we came to BrandSeers in 2011, we were unsure how lucrative innovating our brand through a new retail store concept would be for our business. Through rigorous strategic analysis and brand concept development, BrandSeers has allowed us to successfully identify an opportunity with which to enter the retail market and re-build our brand equity. I strongly believe they are the most forward-thinking brand professionals in Turkey.”

Nüket Franko Filiba
Partner, Atelier Rebul