Crafting a Unique Brand for a Ubiquitous Market

Crafting a Unique Brand for a Ubiquitous Market

Combining both brand development and public relations, Orchan was involved in the conceptualisation and launch of Arvio – a sleek brand under the Alpha Home Appliances name. Different from the run-of-the-mill ceiling fan, Arvio offers sophisticatedly designed ceiling fans, aimed for those who want something different when it comes to a cool spinning blade in a room. Forget the RM150 hypermarket offerings; these are a fashion statement, and that doesn't come cheap.

Alpha realised an interesting potential; to tap into a niche segment of an already saturated market. The parent brand has been around for quite some time, supplying Malaysian as well as international households with two of their main product ranges – fans and water heaters. Being in the ‘fan business’, they often find that their customers would purchase fans as more of an afterthought, rather than an important part of the design process. It’s common to see that customers would fit out their entire room with furniture first, before putting the fan in the picture. This leaves them to go for the second best option; that is if they can’t find a suitable one that ‘fits into the theme’.

Arvio was essentially the result of this awareness. They believe that the ubiquitous ceiling fan can serve as a central, if not core piece in the overall design of a room, but it can no longer be ubiquitous. As customers get increasingly sophisticated with their living environments, and their houses bigger and grander, the humble ceiling fan no longer fits the bill; thus, more design-centric, sophisticated ceiling fans were called for.

One of Arvio’s ‘biggest fan’, Vind 50

Launching Arvio wasn’t just about launching a new brand, it was an introduction of a new product category in the Malaysia market. What Arvio offered were quite novel to Malaysians, who in majority would tune out from considering a good looking, well designed fan. Therefore, the challenge for us was to refocus readers thinking patterns, in thinking differently about the role of ceiling fans. In order to capture the market, it’s not enough to just make the product available; the idea has to be there.

Alpha engaged Orchan to help conceptualise and develop the Arvio brand from the start. We assisted in developing a long term marketing strategy and structure for the brand, as well as initiating PR initiatives for the official launch and beyond.

The biggest challenge though - choosing a brand name. It had to evoke sophistication, the Norwegen-styled ambiance, and the key criterion for the brand owners, it had to start with an A - the first letter of their name! #FunStrategy

Orchan Directors also conducted media training for the founders – providing them tips and tricks in dealing with the media. As they were considered reserved, and having had little prior exposure to media, we emphasised to them the importance of leading the brand through proper communication, especially when approached by the media.