cyanos jay
“Cyanos Jay” is a registered Canadian trademark of Kangkang International Ltd. based in Canada, which is an overseas company of Highland Trading Co., Ltd. Highland is a comprehensive company specializing in imported and exported articles, garments, textiles, fabrics, accessories, etc. By expanding business to Canada, the company created a new brand, “Cyanos Jay”, for the North American market that will feature winter clothes, primarily jackets for both men and women.
Challenge
The core idea and mission of the new Cyanos Jay brand is to create high-quality and affordable winter jackets for a broad audience without the use of natural fur in production and focus on the active introduction of new environmentally friendly technologies. The new brand strategy had to reflect the company's values, as well as the business goal of giving the consumer a new modern look with maximum comfort and protection from the harsh Canadian winters. “Providing value for less” is the key message and business strategy that Cyanos Jay is bringing to the North American market, which had to be reflected in the visuals and marketing communications to help the new brand establish itself in a new market place.
Idea
The brand name, Cyanos Jay, was chosen to represent the new Canadian fashion line for men’s and women’s winter jackets memorably. The prototype of the brand name became the Canadian bird the blue jay (Cyanocitta cristata) native to North America. It boasts a very pretty colourful plumage that is predominantly blue with a white chest and underparts and a blue crest. This bird resides in Canada and most of the eastern and central United States. The Blue jay symbol evokes a feeling of Canadian nature, and the beautiful-looking style reflects the important aspects of the Cyanos Jay’s unique selling proposition. The new brand is poised to create a solid emotional connection with the consumer, meeting the basic requirements for winter clothing: comfort, good thermal insulation, modern style, environmentally friendly materials and affordable price.The brand must communicate these key benefits via marketing channels using the corporate colour scheme and professional, emotionally powerful stylish photo images that use beautiful Canadian winter landscapes in the background, such as stunning shots of British Columbia’s national parks. The Cyanos Jay brand must use a calm, simple and inspiring masculine tone in audio and video commercials, advertising, and printing collateral as the brand voice. The masculine energy, power and style are the three key elements that should be reflected in all promo materials, photo and video sessions during castings of the brand’s models. The dominant colour for the brand identity is dark blue and should be actively used in the clothes materials and the decorative elements and accessories of the jackets. The top values of the Cyanos Jay consumer are the casual, modern style and simple comfort. This is what Cyanos Jay has to deliver with each touch point of the brand communication.
Results
We have created a brand strategy and logo design, as well as a complete brand identity for use across a variety of channels and resources. The Cyanos Jay logo became the central element of the corporate identity of the new trademark. The logo has its standards of use for trademark identification, which are described in the Cyanos Jay Brand Identity Guidelines and must be strictly followed. Key message “Comfort. Style. Value." which we created is used in conjunction with the Cyanos Jay logo in marketing materials and advertising. The new brand was introduced on the retail and e-commerce website that we developed. The scope of the project also included clothing branding for two seasons.
