Since 1986, Autotaalglas has made broken car windows its bread and butter. Now a part of Belron®, the global market leader in repairing and replacing vehicle glazing, what started out as a sole proprietorship is today a nationwide franchise with 54 branches.
Addikt was commissioned to reposition the Autotaalglas brand to make it feel more approachable and trust-worthy.
We also rebranded Autotaalglas to suit the needs of the digital audience, make its communications more effective, and customer-friendly.
Humane. Efficient. Committed. These three words summarise the shared values of the Autotaalglas franchisees. In collaboration with Wouter Boon, we came up with a 4th word for the brand - Opgelost. Meaning solved/done. Like how one says after a job is done or a problem is solved.
Opgelost sums up the brand’s promise – To go all the way to ensure a customer’s happiness. And do it with a smile on their face, always.
Autotaalglas’ old identity was designed for print. It wasn’t scalable and resonated poorly with its target audience.
Our goal for rebranding Autotaalglas was to optimise the brand’s design for its digital communications, and make it more relatable and customer-friendly.
With the use of a distinctive Blue – Red – White colour palette, we set it apart from the competition. And by integrating the smile into its identity, we created a positive and problem-solving attitude for the brand through its communications.
The rebranding also highlights the entrepreneurial spirit of Autotaalglas’ individual franchisees, who are always willing to go the extra mile to solve their customer’s problems. The new look became the base for communicating additional services such as headlight polishing, windscreen wipers, and ozone treatment.
Autotaalglas launched its new positioning and brand identity in July, 2021.
The updated signages and in-store communications breathed fresh life into their 54 branches, successfully reiterating the brand’s philosophy to their customers. Additionally, individual social media channels were created for most of these branches to help them to reach out to and service their customers directly.
We have laid down a toolkit and service pipeline in place to help branches with their local communications and activations.
Autotaalglas is currently sponsoring Qmusic Top 40 – one of Holland’s top radio shows.
2. Do this
3. Then this is the result
4. Fixed. Opeglost.
Autotaalglas’ identity system is built around a collection of fixed brand assets.
We have the blue background for B2C communications, and a grey background for B2B outings.
A Red bar at the bottom creates a recognisable brand pattern, even on communications where the brand’s logo is not shown.
We are using a square grid to ensure that the proportions are always the same.
The font is Manrope, a free Google font. This allows every branch to create their own communications without having to worry about licences.
The headline font’s weight is light, projecting a friendlier tone of voice to create more likeability for the brand.
Repositioning the brand fulfilled a few strategic needs:
The Autotaalglas sonic identity is based around sound effects rather than music. The layered sound fx give the impression of ease and straight forwardness.
In sequence they show the customer journey. From cracked window, frustration, connecting with Autotaalglas to the solution and then solved. It was as easy as that, so now life can continue with out your windshield on your to do list.
The sound logo is the sonic impression of the word Autotaalglas. Opgelost.
Using print ads, outdoor billboards, and social media, we communicated the brand’s renewed identity design to their customers. We also ran radio ads and 360 campaigns for their individual products such as headlight polishing, windshield wipers, etc. All in all, the all-new positioning and identity marks an all-new era for Autotaalglas.