At the time, the car care products market in Armenia was not much developed and had nearly no prominent and well-branded importer or producer.
One of Kartel’s objectives was to rebrand itself as a luxury brand that would speak up about the high quality of their imported products. The target segment were men, who owned a car and would afford to buy high-end car care products.
The goal of DF was to introduce a brand identity that would catch the eye from first sight and would have a name easily read and remembered. The aim was to create an impression of lavishness and safety when looking and relating to the brand.
Subsequently, the brand Kartel was designed and created by the DF team. The name Kartel was chosen as a mix of the word “cartel” and the names of the founding brothers Karen and Arthur. The shield and the crown were chosen as the modernized symbols of power and safety. As brand identity colors, we have chosen gold and black as a sigil of quality and richness. The main typeface for KARTEL was chosen “Brooklyn” and a bold font that would represent the style of the company.