Creating a chemistry with one of Australia’s oldest brands

CSR is one of the longest standing brands in Australia, but despite this, the master brand lacks the equity and credibility it deserves (beyond ‘sugar’). Their sub brands are effectively the face of the business, but to deliver better value to their customers, they needed to find a way to bring the full CSR offering together. Beyond the challenge of establishing a brand strategy that could effectively capture the true purpose and meaning of the brand, there was no formalised brand architecture or brand system - as a result, anytime a brand hierarchy question arose, there was no consistency.

Our strategy development process began with a review of the 4C’s, followed by a series of fifteen individual stakeholder interviews and a three-hour off-site workshop. All this helped inform our recommendation for a brand mission, vision and values that would breathe new life and substance into their existing purpose, ‘Building Solutions for a Better Future’. The output was a Brand Blueprint (brand on the page) that is now a vital tool to unite the business across all sub-brands.

We established a formal brand architecture for CSR and its sub-brands, meaning the task of knowing how the two brands sit together would become clear and consistent across the business. In this instance, it was a House of Brands (Endorsed) system. Though in essence is might seem like a simple clarification, having a defined brand architecture and established visual guidelines removed a business wide pain-point, leaving in its place a consistent visual language.

Our new organising idea, ‘The Builders of Tomorrow’, demonstrates the depth and layers that exist within the CSR business and the confidence & support it offers to those who are looking to build a better tomorrow (their idea customer). We established a visual language that articulated the layers of CSR products and how when they come together innovative design and construction solutions can push the boundaries.