RENZ Australia supply binding, laminating and print finishing products to both the corporate office market and printers across Australia and New Zealand.

This marketplace faces increasing competition from cheaper equipment sourced from China. There is therefore a risk that the equipment is perceived as a commodity item with buyers preferring the low cost alternative.

The RENZ brand needed to adapt and clearly articulate a point of difference.

To develop this positioning a Brand Flower was developed for RENZ. Key messages were developed and a focus on equipment not letting you down when under pressure emerged as the key competitive strength.

"Dependable" was the subsequent One Word Equity. The tag line "Rely on RENZ" was developed to show the trust that RENZ customers have in their equipment.

A stamp device was developed that linked RENZ to approval but also the brands history and pedigree in the finishing business. This embraced the RENZ logo but added strength and meaning to the name.