Re-Branding a long established family company

What We Did

• Brand Mark Design

  • Custom Logo Design - An Illusory Contour

  • Custom Typography

• Brand Identity

  • Development and implementation of an unmistakable visual identity for this brand

• Read the full case study

  Introduction

  Established over 30 years ago, Ovaro carved out a significant reputation in Ireland's service station industry, specialising in civil, utility, and maintenance works. A family-owned business, Ovaro thrived under its founders' guidance. As the baton passed to the second generation, the need for diversification arose, leading to one of the most successful rebranding campaigns orchestrated by PB Studio.

  Context and Challenge

  With the second generation at the helm, Ovaro sought to venture into new commercial industries, leveraging their expanded skill sets and team capabilities. Recognising that their old brand identity might confine them to their traditional niche, they sought a fresh brand image that would both honour their legacy and signify their broader ambitions.

  PB Studio faced a multi-pronged challenge:

  • Respect and echo the 30-year legacy of a trusted family brand.

  • Visualise Ovaro's expansion into new sectors, moving beyond their service station speciality.

  • Create a modern, distinctive, and scalable identity.

  The Rebranding Strategy

  Upon extensive discussions with Ovaro's leadership and numerous brainstorming sessions, PB Studio's conceptual direction became clear: fuse the traditional with the modern, and the specific with the diverse.

  At the heart of the new brand identity was a masterfully designed brand mark. This mark featured a stylised 'a' that, upon closer inspection, revealed a fuel pump in its negative space. This design choice was both a nod to Ovaro's roots in the service station industry and a demonstration of the company's innovative spirit.

  The visual identity, drawing inspiration from the brand mark, incorporated various elements of the mark to create intricate patterns. These patterns, used across different brand touchpoints, made Ovaro's new identity unmistakable. From business cards to hoardings, the patterns, with their delicate interplays of lines and curves, subtly reminded viewers of both the service station industry and the expansive horizon of new industries.

  The Launch and Reception

  As Ovaro unveiled its fresh branding, it was clear that PB Studio had hit the mark. There wasn’t the fanfare of a grand campaign or event; instead, the transformation was subtly introduced through existing channels, allowing the rebrand to speak for itself.

  The response was overwhelmingly positive. Both new and existing clients were quick to praise the updated identity. The stylised 'a' with its cleverly integrated fuel pump was particularly well-received, capturing the essence of Ovaro's rich history while signaling its broader ambitions. Existing clients appreciated the nod to Ovaro’s longstanding specialisation, feeling that their loyalty to the brand was recognized and valued. New clients, on the other hand, found the brand's evolution compelling, viewing Ovaro as a dynamic and innovative partner to work with.

  The success of the rebrand was evident not just in the accolades but in tangible business outcomes. There was a noticeable uptick in inquiries and engagements, indicating the market's renewed interest and confidence in the brand.

  With the successful rebranding serving as a solid foundation, Ovaro and PB Studio are now looking ahead to phase two of their collaboration. This next step will focus on the development of a revamped website and an expansive digital marketing campaign, aiming to further solidify Ovaro's presence in both its traditional and new sectors.

  Conclusion

  PB Studio's rebranding of Ovaro is a testament to how a brand can evolve without losing its essence. By focusing on Ovaro's rich history in the service station industry, while also highlighting its foray into new sectors, PB Studio not only crafted a brilliant visual identity but also set the narrative for Ovaro's next chapter. Today, as Ovaro expands its operations, its brand stands as a beacon of innovation, legacy, and expansive vision.

The Re-Brand…