BRAND & DESIGN STRATEGY

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KETER PLASTIC

PASSION FOR EXCELLENT PRODUCTS

Keter is a dynamic company founded in the 1980’s. Today, with 29 factories (16 in Israel and the other worldwide) and 88% of its business carried out in global markets, Keter isconsidered one of the world’s largest plastic companies. The requirement was to formulate a uniform visual strategy, flexible enough to serve Keter’s activity in numerous arenas, across diverse media channels while communicating to various target audiences. At first, we defined and formulated the vision: “sharing our passion for excellent products”. We then set up a structure that clearly distinguished between two main product categories: indoor and outdoor, to allow product segmentation. Another goal was to implement the message of “one company one brand”- providing solutions for the surroundings and not only selling products. These requirements started off an in-depthresearch of the organization, including interviewing the CEO, Keter’s marketing communications’ experts as well as operations employees. All in order to identify the exact spot in which the brand meets internally and externally. Investigating the company’s needs, we provided answers to questions such as: how can the visual language best serve the products and support them, analyzing the company from a broad marketing perspective and understanding. We also studies the product mix, the various markets Keter is active in, including chain stores and competitors. The process not only put together a polished language conveying the message of ‘one brand’, it also provided versatility, allowing Keter to work in unique and specializing arenas. We handled Keter’s portfolio across all media channels, starting with the shelves, moving on to packaging, marketing, catalogues, exhibitions and promotion clips. Setting the goals on the way to realize the organization’s vision was fascinating, alongside the opportunity to contribute to the visual language, emphasizing on product excellence while developing and supporting organizational pride.

Client: Keter
Strategy: Keter / Blend-It
Visual strategy: Blend-It
Photography: Daniel Lailah / Shahar Tamir
Styling: Efrat Amon


KETER PLASTIC

PASSION FOR EXCELLENT PRODUCTS


Keter is a dynamic company founded in the 1980’s. Today, with 29 factories (16 in Israel and the other worldwide) and 88% of its business carried out in global markets, Keter isconsidered one of the world’s largest plastic companies. The requirement was to formulate a uniform visual strategy,


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