For brand communication with audiences in different forms (media, products / services, packaging, communications, etc.)it is essential to have a coherent communication strategy to form distinct brand identity. For this purpose, templates are powerful tools because they communicate with different continents and cultures. Archetypes are a powerful tool for this, as they interact with different continents and cultures. Archetypes are generally found in the structures of nature in real life as well as in mythical spaces, popular culture, epics, comics, and even modern movies that remind people of something and hence in our collective subconscious. Are located.
Based on this, the placement of these archetypes on 8 megatrends / BAV subway route was also defined to help brands to have their roadmap in this process by being on one of these eight routes. In relation to the Sabah brand, after determining the subway route / story focus (health and wellness) and the value and the main message that the brand always offers (health and wellness, naturalness and freshness, being in touch with nature), Archetype Innocent Archetype was identified and explained as the dominant pattern that is most consistent with the subway route and brand behavior. Accordingly, the brand strategy will be correct if: it offers simple solutions, has low / medium price products, is reliable and warranty / guarantee is the basis of its work.
In the process of creating brand masks ( “Sabah’s” cow) inspired by the innocent archetype and to some extent the archetype created a compassionate, happy and caring character who likes to address each of the needs and concerns of people in the field of dairy products and Provide healthy and varied products for them. ( “Sabah’s” cow) likes to be free and happy, to take life easy, in other words, humor and liveliness are other features of his personality, and his tone is modest, simple and unpretentious, but he is happy and reflects on optimism.