Faced with the proliferation of low-cost imports, the company affirms the premium positioning of its JR brand with a new visual identity.
Born in 1980, Sofrabrick is a historic player in brick sheet in France, and the first company to have industrialized its production for mass distribution. Taken over in 1984 by the Castro family, it now records a turnover of €22 million, up 30% over five years. Sofrabrick carries out 80% of its activity in France – where it occupies a 60 to 70% market share with its JR brand –, and 20% internationally. In a context marked by the intensification of imported products at low prices and by an increased fragmentation of offers, Sofrabrick is now undertaking a complete overhaul of JR packaging with the aim of clarifying its range, to strengthen its visibility in sales channels, and support the performance of a product category under strong competitive pressure. From April, the brand is deploying a new visual identity on all of its 22 references offered. This development is part of a global repositioning strategy aimed at consolidating its supremacy and differentiation on the shelf..
Strengthen the impact on the shelves
The new identity retains the historic green solid color, benchmark for consumers, while adopting a cleaner and more premium graphic universe : “Made in France” macaron promoting French raw materials, reinforced typographic block, better highlighting of uses for immediate understanding, homogenization of the eight product families according to forms and uses. Whether the products are located in the fresh produce section or in global grocery stores depending on the brand, the idea is to improve linear registration compared to imported references, and accelerate the purchasing decision thanks to more structured segmentation and a perceptible move upmarket. “This transformation should allow brands to gain category readability and accelerate turnover., while reaffirming our commitment : offer a product made in France with quality raw materials. In a tense competitive environment, it is essential to clearly assert our positioning”, explain Michael and David Castro, co-directors of Sofrabrick.
