The internationally renowned trading house JABS was seeing a lot of disconnect internally that affected its external stakeholders; it wanted a fresh brand identity to reaffirm its vision. Post research and discussions, we suggested changes that would align the brand to its vision – including changes to the brand’s name, refining the brand essence and re-designing the brand personality. Restoring the flavor of trust.
JABS International is one of India’s largest government recognised spice and farm produce export and trading houses. With a very strong hold in the domain, JABS’ vision was to move up in the value chain – expanding business in newer territories and spreading their wings globally. By introducing their own unique and proudly Indian brands along with securing bulk business in the international market.
There was a clear disconnect between the leadership and the team heads about carrying forward company values. The staff, though enthusiastic and loyal, was unclear about the company vision. This led customers to perceive JABS as more of a family-run business than a process-driven and professional corporation. JABS wanted to create a brand identity that would assure its employees and customers.
The recommendations we offered included small changes like adding the word ‘international’ to JABS’ name and also huge leaps like taking forward the ‘naturally perfect’ and ‘the pride of Indian produce’ aspects of their product and brand personality through their entire lifecycle, from brand identity to collaterals. The re-branding process involved the creation of a distinct brand identity as well as marketing collaterals.
The rejuvenated brand was unveiled in one of the biggest international trade shows. The changes were perceived as purposeful and an appropriate expression of the groups’ vision. The use of technology within the scope of the touch points gave a lot of flexibility and expanse to the overall communication with the brand’s international customers.