EBM, one of Pakistan’s largest domestic food manufacturers, today unveils its first significant brand refresh in over 50 years, designed by global branding agency StormBrands. The new identity launches alongside EBM’s title sponsorship of Ad Asia, the continent’s largest advertising and marketing conference taking place in Lahore this week.
From Pakistan to the world
Since its establishment in Pakistan in 1966, EBM has maintained its position as a trusted household name, manufacturing over 100 million biscuits that are consumed daily in the country. Now exporting to 25 countries across Europe and the GCC region, EBM needed a new flexible identity to support a completely refreshed brand purpose and global profile.
Continuing a three-year relationship with EBM that has already seen the repositioning of the flagship brand Peek Freans in Pakistan, StormBrands brought a nuanced understanding of Pakistan’s diverse domestic food market to the review of EBM’s broader identity.
To help build the company’s all new community-focused brand purpose and refined tone of voice, StormBrands crafted a toolkit that gives EBM the freedom to take its new identity forward to the world, both its physical brand and across digital channels.
Building the brand purpose
StormBrands updated EBM’s original three-letter logo to reinforce the company’s brand purpose of ‘nourishing lives, hearts and communities.’ Two semi-circles overlap at a 45-degree angle beneath a smaller circle to create a tri-functional icon representing a heart, two people representing lives, and a valley to symbolise a community.
The flexible identity features an all new core palette of light, mid and dark blue with a secondary palette incorporating greens, purples, reds and yellows in thee tones. The rich colours draw on Pakistan’s vibrant culture and function alongside a mixture of photography and illustrated imagery lending a rich authenticity to the brand world.
“To modernise the identity of a brand established in the 60s we had to significantly rethink the brand from its core whilst respecting it’s heritage. Over time the corporate and portfolio consumer brands had become indistinct from each other. We introduced a brand architecture to clarify each brands role for the business but still allowing them to work side-by-side”, Jonny Westcar, Managing Director, StormBrands.
Nourishing lives, hearts and communities
With a purpose-first approach, StormBrands helped to take the brand purpose and drive it into action through a fresh and authentic brand design strategy. This included a clearly defined CSR programme which continues EBM’s support for local hospitals and road building projects in Pakistan among other initiatives.
“The fresh brand design reflects EBM’s democratic approach and commitment to the community. It is our privilege to present our revitalised new identity as title sponsor to Ad Asia’s international platform. StormBrands brought a detailed understanding of our local market and our global business objectives that has created for us a clear approach that will take us to further success”, said Ayesha Januja, Marketing Director, EBM.