Serge Ferrari, a well-known producer of flexible composite materials, has launched a new website, www.sergeferrari.com, that features new product branding for a more intuitive product selection experience. The move streamlines the names of the company’s 125-plus products, and improves brand communication. To enable rapid understanding of the company’s products, the company has renamed many of its products to include the following:
Range Name: Each product is now grouped and renamed by its market. For example, all products used in the solar protection market now fall under only the Soltis brand. The popular awning fabric Precontraint 502 Satin has been renamed Soltis Proof 502.
Product Differentiator: Where practical, descriptors have been added to each product name to position it within the range. For example, Soltis Proof 502 is aptly named because it is a waterproof product. Soltis Horizon 86 is the mesh with the greatest view-thru.
Product Number: In most cases, the product numbering has remained the same to maintain consistency with previous naming.
While the names have changed, the products themselves have not. The rebranding initiative includes a revamped website featuring responsive design, improved navigation, streamlined product selection, and downloadable technical information.