Location:
ARGENTINA
Client:
SCHNEIDER
INdustry:
Home & Living
PROJECT:
Rebranding
Founded in 2005, Schneider is Argentina’s leading bathroom furniture brand, holding nearly 50% of the market and leading the industry with products designed for affordability and quality. Their success is built on a nationwide logistics network, ensuring 654 points of sale across the country. While primarily focused on the B2B market, Schneider’s products reach end consumers through distributors and retail partners, including showrooms and home improvement stores.
Despite their market dominance, the emergence of multiple sub-brands led to a fragmented identity, making brand management complex and reducing clarity for both internal teams and customers.
Challenges
- A fragmented brand architecture with too many sub-brands, diluting Schneider’s main identity.
- Inconsistent branding across different sales channels.
- The need for a strong, unified brand presence to reinforce market leadership.
Approach
Working with Anabel Waigandt and Raúl Belluccia, we led the strategic phase of the rebranding, focusing on:
- Simplifying the brand architecture by bringing all sub-brands under Schneider, reinforcing its strong reputation.
- Defining a clear brand strategy to improve recognition and consistency.
- Developing a branding book as a long-term guide for maintaining brand cohesion.
- Showcasing the brand’s evolution with a refined identity that aligns with its market leadership.
The Outcome
The rebranding gave Schneider a more structured, cohesive brand, making it easier to manage and instantly recognizable.
The branding book became an essential tool for maintaining clarity, consistency, and long-term scalability. With a strong brand identity and strategy, Schneider is now even better positioned for continued growth as Argentina’s leading bathroom furniture provider.
