Umbrosa conquers the world with Superkraft
Umbrosa, a Belgian specialist in designer parasols active in more than 60 countries, is partnering with Superkraft to strengthen its brand positioning internationally. The focus is shifting from functional product communication to an emotional, premium, and design-driven brand story.
Following an in-depth brand exercise, Superkraft developed a new positioning under the name Timeless Elegance, complemented by a refreshed visual identity and an international campaign.
The creative concept plays with contrast: using slow shutter speed, the Umbrosa parasol remains visually untouched while the world around it moves. This powerfully illustrates the brand promise of timelessness and durability.
The campaign is running across Europe and the US via Meta and LinkedIn, with a focus on both brand building and concrete realizations, such as Hard Rock Cafe Madrid, Nikki Beach Mallorca, and Four Seasons Lisbon.
Through this collaboration, Umbrosa aims to build a consistent and recognizable premium brand worldwide, with the next step being the launch of a new model in Europe, America, and the Middle East.
Credits
Agency: Superkraft
Client: Umbrosa
Client contact: Christophe Haemers, Eva Verbesselt
Managing partners: Lien Brouillard, Sam Lagaert
Creative Director: Koenraad Lefever
Strategic Director: Jef Raeman
Strategy: Febe Nolf
Account Manager: Jana Maes
Creatives: Girbe Bogaerts, Yannick De Haes
Head of Design: Caroline Vanneste
Brand Designer: Arnaud Segers
Motion design: Casimir Desmet
Digital & Data : Lennert Balcaen, Sven Jacobs
