EBM unveils our new purpose-focused rebrand at AdAsia ’19

By Jonny Westcar, CEO, StormBrands.

EBM, one of Pakistan’s largest domestic food manufacturers, today unveils its first significant brand refresh in over 50 years, designed by us here at STORMBRANDS. The new identity launches alongside EBM’s title sponsorship of AdAsia, the continent’s largest advertising and marketing conference taking place in Lahore this week.

Elsewhere in the sector, there is further transition promoting further questions. A host of innovative and ambitious start-ups promises radical disruption. Look at Oxford PV. This spin-out from the research of University of Oxford Professor of Physics Henry Snaith, was founded in 2010, and produces perovskite-based solar technology – a more efficient form of solar energy than that using only silicon. It has received significant investment from Equinor, Legal and General Capital, Chinese turbine manufacturer Goldwind and engineering company Meyer Burger.

There are many thousands more worldwide. They have the technology, and many have gained investment for production. The question they typically face is how to engage and inspire people in such highly technical solutions. Demand is transitioning in their direction, but it will be the players who communicate emotional benefits most effectively who will reap the rewards.

Then there are all the consumer-facing organisations. The likes of Ovo Energy, founded in 2009 and already operating globally with revenues in excess of £1bn, or Bulb, named the fastest-growing private company in 2018 and 2019 by the online investment platform Syndicate Room. Or look at home energy management player like Google’s Nest, or Upside Energy, a company that helps people make smart choices about their energy use by using AI to orchestrate the energy stored in their devices.

Building the Brand Purpose

The new EBM brand identity is a celebration of our ‘nourishing lives, hearts and communities’ brand purpose. A powerful graphic expression of what EBM does, the company’s new logo combines three unique elements to form a distinctive symbol that sits at the heart of the brand.

The logo itself represents a heart, but also incorporates an optimistic sunrise signalling a new dawn and renewed purpose for the brand. From within this symbol, the identity flourishes.

The identity, the world of EBM, is bright, vibrant and engaging, full of an expressive and dynamic character.

“To modernise the identity of a brand established in the 60s we had to significantly rethink the brand from its core whilst respecting its 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, STORMBRANDS Managing Director.

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, we’ve 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, we 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.

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 AdAsia’s international platform. StormBrands brought a detailed understanding of our local market and the global business objectives that have created for us a clear approach that will take us to further success”, said Ayesha Januja, Marketing Director, EBM.

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