For 85 years, Maltese electrical supplier – E. Calleja & Sons set the benchmark for the provision of electrical goods in Malta. However, declining market conditions helped to convince new management that drastic action would be needed if the brand was to connect with a new generation of customers; the way it had in the past.
After more than 8 months of intense preparation, Bulldog‘s rebranding program for E. Calleja & Sons was launched on January 15, 2010. The initiative represents more than just an exercise in aesthetics, it is an ev olution of the firm’s relationship with its customers.
Bulldog‘s remit was to help create a new brand positioning, architecture and communication messages that would allow E. Calleja & Sons to redefine itself as a more contemporary, unified brand.
The rebirth of Calleja’s retail showroom embodies the new brand promise; from the ‘look and feel’ to the way customers move through the space. Bulldog created environmental graphics that compliment the great work done by Italian firm: Ideainterni, who were responsible for designing, engineering and implementing the striking interiors. Circuit diagram influenced graphics provide a seemingly endless source of inspiration for collateral and point of sale material.
The brand logo
The Calleja logo is the single most important unifying element of the whole graphic identity. It is a graphic representation of the firm’s relationship with its clients – it represents Calleja as a force to connect with, dedicated to the success of clients in the context of electrical supplies.
‘Our Values’ brand film
The last few years have been very tough for the Calleja family – with the loss of 2 of the 3 brothers that made up the members of the board. This film seeks to reassure people inside and outside the company that Calleja has history of overcoming obstacles during its 85 year history and armed with a new sense of purpose brought about by a rebranding exercise, is looking forward to the challenge of protecting and extending the Calleja legacy.