After a succesful path in the B2B market, Nastek — leader in Brazil in high performance data communication systems — would start its journey on sales directly to the final consumer by launching a line of trackers to fulfill various demands. The need to create a brand that truly dialogues to its audience is much greater in the B2C market when the relationship between company and consumer is much closer and more personal.
The importance of such dialogue is even greater when the product carries such an emotional appeal like trackers, that even though are electronic devices (and tend to have an inherent coldness), the character of its use relates directly to care, safety and quality of life, especially in Brazil and its alarming violence rates. Thus, Nastek intended to launch a line of trackers that would differ from everything already on the market: with excellent signal levels, long life batteries, extremely reduced sizes and pretty and functional design, Yon was created to revolutionize the market and so that Nastek consumers would have everything and everyone they loved within sight, even if at a distance.
The project that originated the brand was supposed to fulfill a gap left by the competitors of the niche: none of them positioned their products in a personal, close or friendly manner. The chosen name, ‘Yon’, means distant but within sight. Short, direct and easy to pronounce, it fits the strategy perfectly bringing personality and poise to the brand. The entire identity was developed under the concept of all connected so that Yon was a flexible and dynamic brand, that suggested movement, speed and connectivity, which are the main attributes of the trackers. The logotypes are composed by the name Yon plus the respective complements. Several lines of different colors cross the logotype and the visual identity connecting letters, words and images. The lines, the colors and the simplicity of the logotypes allow a variety of brand applications without losing its identity, on the contrary, reinforcing its presence as a multifaceted brand.
The brand overcame expectations even before its commercial launch. The first product of the line, Yon Bike Lamp — a small tracker in the shape of a bike light — gained a lot of attention from the specialized press worldwide already during the pre order period. Websites such as Yahoo! Finance recognized Yon Bike Lamp as an innovative product and highlighted its proudly brazilian technology. The brand project also interfered in the pricing strategy, allowing Nastek to increase its sales price considerably due to the added value acquired with the branding project.