Umbrosa brings brand and emotion together with Superkraft
Umbrosa, Belgian specialist in high-quality designer parasols, is joining forces with Ghent-based agency Superkraft to further strengthen its brand internationally. With a presence in more than 60 countries and strong roots in Belgian design and craftsmanship, Umbrosa is taking the next step in its brand development.
Umbrosa, spécialiste belge des parasols design haut de gamme, fait appel à l’agence gantoise Superkraft pour consolider davantage sa marque à l’international. Présente dans plus de 60 pays et solidement ancrée dans le design et le savoir-faire belges, Umbrosa franchit ainsi une nouvelle étape dans le développement de sa marque.
Today's parasol market is still heavily dominated by functional and rational communication, with a focus on product features. Umbrosa wants to consciously distance itself from this and make more room for brand experience and emotion.
“Before we communicate, we first wanted to get a clear picture of what Umbrosa really stands for,” says Jef Raeman, Strategic Director at Superkraft. “Through a thorough brand exercise, we have defined the essence and foundation of the brand. That forms the basis for everything that follows.”
The next steps are the development of a brand design and then an international brand activation, with the first important milestone being the launch of a new Umbrosa model in Europe, America, and the Middle East.
“Superkraft combines a strong brand strategy with a hands-on, high-performance approach,” says Umbrosa Marketing Director Eva Verbesselt. “That combination was decisive for us.”
With this collaboration, Umbrosa not only wants to distinguish itself at the product level, but also to build a consistent and recognizable brand story on a global scale.
