ChallengeThe 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.
IdeaThe 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.
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.
Art Fresh is more than a marketing agency. They develop and execute innovative solutions to help build and promote opportunities grounded on developing a relationship to truly understand your business needs.Mike Thususka Director of Economic Development
City of Summerside
I have over 15 years’ cooperation experience with Elena Herweyer and the Art Fresh team under branding projects in Ukraine and the EU. I know that when I have a complex marketing task with tough deadlines I can address it to Art Fresh and get a high-quality branding service that totally meets the brand and company's strategy.Yulia Andrushkina Director of Marketing and Investor Relations at IMC
Elena and her staff are by far the best in the world at what they do. They are always so professional and very quick to help out with anything I need. Over the years they have tripled my business and more, I feel very fortunate to have become very good friends with her and her family along the way. I highly recommend Art Fresh!Jeff MacNeill Owner & operator at MacNeill's Tuna & Deep sea Fishing
Elena's team at Art Fresh really went above and beyond to make the adequate appearance for Summerside Xchange's vision. Very professional service, highly recommended.Kata Magyar Program Manager Smart Landing Program Canada
Art Fresh has done amazing work for us, resulting in strong brand recognition and continues to be an important part of our branding strategies.Reid Barnett Founder and owner at Trillium Skincare Laboratories Inc.
I’m impressed! I first started with Art Fresh a Start Business Package and continued to do lots of work with them. They are always fast response which I hardly find the same speed on the island while still ensuring high-quality jobs are delivered. Moreover, I found at Art Fresh especially Elena – the CEO having characters of a business partner. She listens and understands my expectations, barriers and always comes up with solutions, not just a service which I’m highly appreciated. Thank you so much to Elena and your team!Nhu Tran Founder and owner at Ann Wellness
Thank supports from the team of Art Fresh, Inc., we can launch the new brands and preliminary marketing campaign in Canada smoothly. It's a firm decision of ours to keep the long relationship with Art Fresh, Inc.Fred Truong President at Krisland Products Ltd.
We worked with Art Fresh on many projects. They are professional, creative and very flexible. They do not rest until they make sure their customer is 100% satisfied. We recommend Art Fresh for brand development and website development. Art Fresh is a one-stop shop for all your branding and marketing needs. Very unique and a pleasure to work with.Rita Jreije Partner at Gaia's Urban Eatery
With Elena's background as a professional artist and my book directly related to developing the arts sector both from within and with external collaborations, they were the perfect choice. I was beyond pleased with the end result and throughly enjoyed the process of working with Elena and her team as they built my website, as well. Always professional and responsive to my ideas and needs. I highly recommend this company for your consideration of any website development and book cover/design work.M. Catherine (Cate) Proctor, MBA Author and owner at Proctor Shift Consulting
Not only did Elena and her team create an arresting visual, but the tagline — Expand Your Business World — helped clarify our thinking about the ultimate goal of this event. Art Fresh provides beautiful creative, but so much more.Patti Devine Project Director at Island Advance
I have been delighted by Art Fresh's creativity and project management skills. Best of all, the brand is working for us. We've exceeded our first-year targets in seven months and expect the trend to continue.Alana Walsh, BPR CEC PEI Network Program Manager
Love love love all that Elena and the Art Fresh team do to create the perfect image for my business.Sharon Lynn Quann President at Biospa (Quann) Cosmeceuticals Inc.
We're very pleased with our new brand identity and the way Art Fresh conducts the business. It has been a great experience working with Art Fresh. Incredibly organized, easy to communicate with, responsive, and carefully evaluated our needs in a very organized and professional manner.Khalid Shami Business Development Director at S.C.T.O. Technology