Having won a pitch against five leading branding agencies based throughout Europe, we were briefed to create an umbrella brand name and identity for a new pharmacy brand. The task was extremely challenging due to a wide range of factors including:
Guerilla generated over 1,000 potential names that were then checked against linguistic barriers, cultural nuances and local trade marking registration clashes. Most failed to make it through the tests. The pitch-winning name – which would ultimately form the core component of the umbrella brand – was BENU.
The rationale behind the BENU naming strategy linked to the existing PHOENIX Group brand. There was a mythical bird called BENU (or Bennu), which had many commonalities with the more familiar Phoenix. Like the Phoenix, Bennu is a bird of the sun and a symbol of life, energy, rebirth, renewal and regeneration – a perfect combination for a strong healthcare brand.
The process of consultation involved the Guerilla Project Team attending meetings with the multinational Phoenix Project Team at venues across Europe, including Oslo and Tallinn. Following such meetings the creative work was fine-tuned to create enhancing features such as the tri-coloured uplifting bar.
After creating a unified home page for the BENU brand Guerilla then worked closely with the different countries to provide a short term measure of creating a face lift for the existing country specific websites to ensure that the online look and feel was consistent with the BENU brand vision.
“We were looking for an agency that focuses on speed, creativity and result orientation, like us. We found just that in Guerilla.”