New payoff line for Cobra

The iconic brand, around since 1951, has evolved into a supplier of more than just taps - it now offers a comprehensive range of sanitary fittings and is proudly South African.

"Our focus is not merely on the production of these pieces but also on their design, their functionality and their aesthetic appeal. This is important because we see design as an art form; the taps are not just manufactured, they are carefully crafted. We are a progressive company and our brand needs to reflect that. It's for all these reasons that we've revitalised the brand and repositioned ourselves as the leading South African lifestyle brand in our field," says Peter Hamilton, Cobra MD.

A new outlook

With this has come a new outlook for the company as a whole, marked by the embracing of our core values of excellence, credibility, initiative and responsibility and the driving desire to create and promote a culture of customer centricity.

"This is not just a logo change; it's a complete culture change. Leading companies continually reinvent themselves to remain competitive and while we have been slowly building these brand attributes in the background over many years, we are now ready to bring these to the forefront for all to see. In this way, it is more of a brand evolution than revolution. We're proud of our history and heritage and want South African consumers to be proud of it too."

The new branding will be rolled out to all product, packaging and marketing material in the coming months. For more, go to www.cobra.co.za.