Brand Challenge
In today’s modern life, there is limited time and energy to use postal services to send and receive parcels, so individuals and organizations are looking to receive such services in a customized manner. Jabar Company was founded in 2010 with the aim of providing new services to logistics professionals and introduced a service called smart lockers to the market. A smart locker is an electronic mailbox that is installed in high-traffic and specific locations such as shopping malls. The main function of these lockers is to receive, protect, store and deliver postal items and online store orders of certain weights and dimensions, which enables customers to receive goods at the time and place of their choice. In fact, the idea of the Jabar startup originated from an ecosystem perspective, and Jabar is part of the logistics industry, which is based on box-based delivery and creates a wide and new range of benefits.
During the research phase, the range of benefits desired by the target audience groups was explored by conducting in-depth qualitative interviews. Among the valuable points obtained in this phase is the importance of maintaining the privacy of the person ordering the goods. According to the information obtained from the research phase, the following two main benefits were the basis for designing the identity and formulating the Jabar brand strategy:
Experience gained
Jabar smart lockers enable individuals not to have to adjust their time with the parcel carrier and the logistics system, and they benefit from the benefit of managing their time and receiving the parcel from a specific location at any time they want. This feature of smart lockers provides “convenience” for customers, which is very important from an ecosystem perspective. Therefore, it has been specially addressed in formulating the values and dos and don’ts of the brand.
Considering the range of benefits desired by the target audience, Jabar’s brand identity was designed as a hero, which, in addition to solving the problem of ordering goods (receiving the shipment at a personalized time), is trustworthy and confidential, and in line with the personality defined for the brand, the slogan “This is your Jabar.” was designed to introduce Jabar as a close and trustworthy friend and evoke the secrecy of the brand.
Brand Visual Solutions
In the design of Jabar’s brand visual identity items, to make the logo memorable, an angular form was designed using the orib form in the logo, which is also considered its turning point, and it was used in all brand touch points.
In the design of brand icons, Instagram posts, exhibition flags, promotional items, etc., an attempt was made to use this form A special and evocative icon should be created so that the audience can more easily remember the Jabar brand upon seeing it.
