Print & Packaging
In the context of the rebranding process of Kubo Ice Cream Company (implemented by Bloom Communication) and redefining the brand’s role within the brand architecture, Obsession took over the position of a quality brand (fact acknowledged in the market by both consumers and competition as a quality product, provided that Obsession brand has not taken on this position entirely). It gave up its position guaranteed by Amicii brand and became a strategic brand designed to grow the market share of the quality products. Thus, the identity of this range in terms of signature and packaging has faced major changes that brought a major contribution to the new dedicated role of Obsession brand in the market. The new brand interface envisaged the correct market positioning in respect of the following indicators: price – functional attributes – brand interface, to align all the main elements of brand positioning to its role in the product portfolio and brand strategy.