Dixon Batteries has added an extra spark to its long-established brand with a brand overhaul and bold new look designed to take the company into its fourth generation of manufacturing and distributing SABS-approved batteries for the local climate.
Strategic branding company, Harwood Kirsten Leigh McCoy (HKLM) undertook the brand update, which was designed to reinforce the product's defining features of cost-effectiveness and quality.
Jacqui Wood from HKLM said that after reviewing the competitive landscape, some of the brand's existing corporate colours were retained. "The strong red and blue colours were kept to perpetuate brand recognition and retain shelf presence, but the overall identity was simplified and strengthened. The bold typography incorporates the positive and negative battery symbols, which allows immediate association of the name with the product."
At the same time, HKLM created an entirely new identity for an economy battery called Supacharge that Dixon has introduced to the local market. "This was an exciting challenge, as the product is being launched to combat cheaper Asian imports into South Africa," Wood said.
For both projects, HKLM was responsible for delivering an integrated branding solution, including identity, corporate stationery, supporting promotional and advertising material and marketing collateral for the launches.
