Bluebell Group has appointed Hong Kong-based creative agency Branding Records as the curator of its new online platform, leveraging a more engaging approach to communicate with the outside world.
In a conversation with MARKETING-INTERACTIVE, Jacopo Pesavento, CEO of Branding Records said that while the revamp initially involved a website redesign for Bluebell, the brand felt the need to revamp its entire brand as a significant part of its broader strategy. The impact of this revamp is felt across many Asian markets where the group operated, such as Hong Kong, mainland China, Taiwan, Singapore, Malaysia and Japan.
A check by MARKETING-INTERACTIVE saw the tagline "We are the brand behind the brands" is shown on the home page of its revamped site. Meanwhile, the website showcases the brand's works, partners and team members with a clean and neat design.
Additionally, Bluebell Group has transformed from being solely a business-to-business distributor to a trusted source for industry news and trends with the introduction of a new "Market Insights" section.
In terms of key marketing strategies, Pesavento said that Bluebell's branding strategy focused on targeting a specific audience within the luxury and retail sectors in Asia. “It aimed to become a leader in the industry by leveraging its deep internal knowledge, adopting a friendly and engaging tone, and cultivating a stylish brand image,” he said.
MARKETING-INTERACTIVE has reached out to Bluebell Group for more information.
Recently, Bluebell Group announced its joint-venture with Roman pizza brand Alice Pizza in Hong Kong. This partnership marked the entry of Alice Pizza’s rectangular, pan-baked recipe into Asia, making its debut with a first store in Wan Chai.
Established in 1954, Bluebell Group is a distributor of luxury, premium, and lifestyle brands throughout Asia. Some of its partners include Moschino, Jimmy Choo, Owndays, Paul Smith and Balmain. On the other hand, Branding Records is a creative agency specialising in brand building, creative services, marketing, strategy, design and implementation.
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