Kakawa, a discount house owned by a consortium of banks, desired to progress its brand in a market where the concept of discount houses was not well understood. The company wanted to extend beyond being a B-2-B (a business-to-business model meeting the liquidity requirements of banks) to becoming a B-2-C (a business-to-consumer corporation selling financial products directly to the consumer).

We identified the critical factors undergirding the company's products & services. They were safety and security. (The products were backed by Federal Government Treasury Bills & Bonds and a key shareholder was the largest & most capitalised bank in the country). These selling points were incorporated into Kakawa's marketing communication.

To develop the corporate brand, bold, non-traditional marketing communication concepts were employed and the company's Annual Reports featured cutting edge design concepts. This was done to project the innovative and dynamic nature of the Kakawa brand. The Annual Reports have since become the company's major marketing tool and spin off marketing tools (notebooks, diaries and calendars) have been developed.

Kakawa's brand has achieved increased recognition and garnered considerable equity in the market. The company spawned an Asset Management company and Alder has been retained to do the brand development work for the company.

Gallery
Click here to view some of the designs developed by Alder for Kakawa Discount House.