About Testaankoop
Testaankoop (Test Aankoop prior to the rebranding) is a consumer organization with significant societal impact. Since 1957, they have been keeping a professional eye on the consumer market, as evidenced by their thousands of tests, reviews, and advice. Today, information is everywhere, all the time. However, Testaankoop's role is far from over. These countless online sources – how accurate and independent are they? It's impossible for an individual to know. Even the most savvy consumer needs guidance through the overload that is the internet.
The soul
Despite their fame and strong reputation, few young people were joining Testaankoop. The brand lacked a clear story and a unified identity. The multitude of sub-brands, each with differing designs, contributed further to fragmentation. We advised to confidently switch to a masterbrand strategy: one brand, with a flexible identity that gives all labels, magazine titles, and dossiers their own suitable place.
Next, we refreshed the brand positioning: that of an independent source intent on keeping the market and all its interests in check. So nothing stands in the consumer's way of making the right choices. We framed this mission under the brand essence: "Together, we bring out the best in the market." That means providing people with a grip and simultaneously challenging every sector to constantly improve. Constructive and hopeful, without being blind to realities. In an era where the winds blow 24/7 from every direction, this mission is more relevant than ever.
The voice
One fundamental question for Testaankoop was whether a name change was necessary to get the brand back on track. For us, the credibility built up was too precious, and the efforts to launch a new name too significant.
On our recommendation, the spelling was changed from Test Aankoop, Test Achats in French, to Testaankoop and Testachats. On one hand, this is how people have been pronouncing the names for years, as one word. On the other hand, it moves the literal and limited meaning of 'testing before purchase' to the background.
For the sonic branding, we chose a determined sound, like a reliable beacon but with an open ending, hopeful and forward-looking. We created a sound logo and brand music in various styles, from neutral soft pop to hip hop, funk, and techno, to accompany both positive news and critical analyses or reviews.
The face
Visually, the laces could be tightened too. The brand (and sub-brands) did not feel unified. We primarily resolved this fragmentation conceptually by choosing one clear logo symbol for all Testaankoop brands, labels, and titles.
The symbol represents balance, stability, and trust (the horizontal line as a beacon and point of reference, with the lighter part on top). It also symbolizes the connection between different entities: consumer and business, citizen and government, opinion and fact...
The symbol represents balance, stability, and trust (the horizontal line as a beacon and point of reference, with the lighter part on top). It also symbolizes the connection between different entities: consumer and business, citizen and government, opinion and fact...
In terms of color usage, we opted for a certain amount of continuity, respecting the power of an established brand while combining it with a fresh look & feel.
