In a market where printer Original Equipment Manufacturers (OEMs) traditionally reigned with their familiar logos and slogans, the aftermarket often lingered in obscurity. However, one brand, G&G, embarked on a journey that would challenge convention and revolutionise its brand identity. At the helm of this transformative endeavour was Adam Miao, Global Branding Director at G&G, with an unwavering commitment to infusing innovation into their branding.
The narrative of G&G’s unique branding strategy revolves around an unlikely yet iconic symbol – penguins. For 23 years, these endearing birds found their way onto G&G’s packaging, embodying a promise of unparalleled printing experiences and an unyielding commitment to environmental sustainability. These charming penguins became more than just symbols; they became a testament to building an alternative brand strategy in the market.
“In a bold and audacious move,” Miao recalled, “G&G elevated its branding game by collaborating with a former Disney animator, Lily Dell.” This creative partnership culminated in the creating of two captivating animated short films: “Holiday Photos” and “Gone Fishing.” These films featured G&G’s beloved penguins, including Emperor Penguin, Greg, and Grace.
The G&G Penguin Family breathed life into these short films, each character with a unique personality: Emperor Penguin, the embodiment of knowledge, influence, and professionalism; Greg, the personification of curiosity and reliability; and Grace, a bundle of liveliness, adorableness, and spirit, reflecting the relentless passion that G&G invested in every product they crafted. “They embody all the characteristics you can expect from G&G,” Miao proudly asserted.
Beyond entertainment, these short films served as a conduit to reaffirm the brand’s commitment to delivering top-notch printing solutions. “Through these films, we didn’t just entertain; we showcased our unwavering dedication to providing the gold standard in printing,” emphasized Miao.
But what was the significance of these penguins to G&G’s customers? Miao had a straightforward answer, “G&G’s Penguins transcended mere symbols; they evolved into ambassadors of innovation, quality, trust, and an unswerving commitment to delivering an exceptional printing experience. Whether you are in healthcare, education, business, or design, whether you’re at home or in the office, I wanted you to have a superior printing experience.”
The impact of G&G’s imaginative use of penguins on their packaging left an indelible impression on their customers. These customers now insist on “penguin” cartridges, a testament to the success of G&G’s unique and innovative branding strategy. In a fiercely competitive printer market, G&G’s penguins have successfully expanded brand visibility and recognition.
In a world where brands vie relentlessly for consumer attention, the G&G penguins showcase the potential of innovation and creativity, even within the seemingly mundane realm of printer cartridges.
