Cronos Nordics - A brand tailored for the Swedish startup scene
How Restless Minds™ partnered with iFacto Group to create a new brand identity – Oxygen Group – that reflects the company's evolving vision, culture, and aspirations.
Client: Cronos Group
Year: 2023
Role: Change strategy, creative direction, brand identity
Expanding a brand into a new market requires more than a simple translation. It demands a deep understanding of the local culture and the unique needs of the target audience. This is the story of how Cronos Group, a thriving Belgian IT ecosystem, successfully entered the vibrant Swedish startup scene by creating a brand that truly resonated.
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Cronos Group, a network of 500 companies and 9,000 employees, thrives on a culture of autonomy, entrepreneurship, and collaboration. However, replicating this success in Sweden was no easy task. The Swedish startup scene, often compared to Silicon Valley, is known for its high standards and fierce competition. The challenge was to create a brand that would not only reflect Cronos' core values but also stand out in this demanding market.
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We embarked on a journey of discovery, immersing ourselves in the Swedish startup culture. We conducted in-depth interviews with entrepreneurs, analyzed the competitive landscape, and identified the gaps in the existing ecosystem. Starting from the heart of Cronos Group - its vision and mission - we crafted a brand strategy and identity tailored for the Swedish market.
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Through this process, Cronos Nordics was born. It is a brand that speaks the language of Swedish entrepreneurs, reflecting their aspirations and understanding their unique needs. It positions Cronos as a valuable partner in their journey, offering not just support but a shared sense of purpose.
Define
the change
Understanding the Swedish Landscape: We immersed ourselves in the Swedish startup culture, identifying its unique dynamics, values, and aspirations.
Identifying Cronos' Unique Value Proposition: We pinpointed the strengths and differentiators that would set Cronos apart in the Swedish market.
Crafting a Brand Strategy: We developed a brand strategy that aligned with the Swedish market while staying true to Cronos' core values
This first stage was all about laying the groundwork. We took a deep dive into the Swedish startup world, understanding its unique culture and needs. We then identified what set Cronos apart and crafted a brand strategy that was both true to Cronos and tailored to the Swedish market.
Inspire
the change
Brand Storytelling: We developed a compelling narrative that communicated the brand's purpose and value proposition to the Swedish audience
Brand Storytelling: We developed a compelling narrative that communicated the brand's purpose and value proposition to the Swedish audience
With a solid strategy in place, we focused on building enthusiasm and support for the new brand. We engaged key stakeholders within Cronos and crafted a captivating story that would resonate with the Swedish startup community.
Guide
the change
Brand Identity Development: We created a visual and verbal identity that embodied the new brand strategy and resonated with the Swedish market.
Launch and Implementation: We supported the launch of the new brand in Sweden, ensuring a smooth transition and effective communication.
The final phase was all about execution. We brought the brand to life through a compelling visual and verbal identity, and ensured a successful launch in the Swedish market through effective communication and seamless integration.
