Client: FARCO FOGEL
Industry: Commercial Refrigerator Manufacturing
Service Provided: Brand Strategy
Year: 2019
Project Summary:
Farco, a leader in cooling solutions since 1980 in the Dominican Republic, has maintained its market leadership through products known for their durability and robustness. Facing increasing competition from aesthetically pleasing but lower quality products from China, Farco faced the challenge of updating its visual identity to more effectively communicate its commitment to quality and the durability of its equipment.
The identity change needed to reflect the essence of Farco, a company that ensures its refrigerators and ice conservators withstand intense use, constant temperature variations, and electrical power fluctuations, common in the Dominican Republic.
For this renewal process, collaboration was sought with Moto Studio a Caribbean studio specializing in design and animation. Together, we worked on revitalizing Farco's original logo, modernizing it, and adapting it to the current market needs without losing connection to its roots.
A visual system by product line and family was implemented. This system not only improves the customer's purchasing experience but also supports sellers in communicating the superior advantages and features of Farco products.
The new brand identity has been applied to a variety of materials, including presentations, uniforms, caps, and social media content, consolidating Farco's image as synonymous with solidity and reliability in commercial refrigeration. With this renewal, Farco reaffirms its leadership and positions itself to continue its expansion in international markets.
