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Finsa (Financiera Maderera SA) is a Galician company specialized in the development, transformation and manufacture of products derived from wood. After 90 years of activity and commitment to the environment, it launches a solid wood division: Savia.
Narita was commissioned to create the naming, strategy, narrative and image for this new brand, along with defining the art direction of the photographic material and visual pieces, and developing a powerful website.
Art direction and corporate supports in tune with the natural character and warmth of solid wood.
A powerful tool to learn about the brand, its values and wide range of products aimed at salespeople, distributors and prescribers.
Since 1998
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Year 2021-2022 ©Narita and Stone Design
Finsa (Financiera Maderera SA) is a Galician company specialized in the development, transformation and manufacture of products derived from wood. Throughout its ninety years of history, it has evolved steadily to become a large logging company that currently has 12 factories, 6 logistics warehouses, more than 3.000 workers, 18 own branches and a presence in more than 80 countries. . It is a company that works with a global mentality, but with local awareness and rigorous environmental responsibility. Savia emerges from the enhancement of its background and essence: a new division specialized in solid wood.
Through the call for a contest restricted to three agencies, Narita was selected to create the brand, strategy, narrative and image of this new division specialized in solid wood. The project required articulating a brand with a coherent architecture within the group's business structure. After defining the strategy and naming like Savia, its brand literature and commercial discourse were addressed, as well as all the necessary visual material and graphic applications.
For naming, Narita looked for a term that would convey not only the natural qualities of the product but also the essence, origin and values of Finsa. The perfect term that accommodated this double objective was Sap, a word that managed to perfectly synthesize both concepts. For his graphic development, a typography was created whose anatomy and finishes at certain points are reminiscent of the grooves left by a gouge.
The narrative involved a complex development with two aspects, carried out jointly between the Savia and Narita teams. On the one hand, it required the creation of brand literature, with a storytelling and a language that transmitted the natural character and warmth of solid wood, as well as the tribute to its origins that this new division represented for Finsa. On the other hand, she meticulously segmented the discourse based on the channels and target audiences identified in the strategy. All of this was transferred to a website that is a powerful tool for both the sales team and distributors and prescribers, allowing them to learn about the brand and its values and, at the same time, understand the wide range of Savia products depending on their needs. of end users.
Once the brand personality and its narrative style were established, Narita defined the art direction of the photographic material and visual pieces that the implementation supports required. Everything as a whole was transferred to the design of stationery, corporate and commercial dossiers, website, graphic and visual pieces for social networks, elements for integration in stores, logistics fleet and facilities and work teams.
MALAGA
Painter Joaquín Sorolla, 87
29016 - Malaga
(34) 952 25 27 25
SEVILLA
Protection, 6
41003 - Seville
MADRID
Comillas Beach, 20
28669 - Madrid
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