Mobiltel is Bulgaria’s largest mobile telecoms brand and enjoys recognition and admiration like few other brands in Bulgaria. As the business continued to grow beyond mobile into landline, TV, LTE and broadband services, Mobiltel’s leadership team wanted to strengthen its position as the leading communications company in the market. They needed a new brand to reflect their ambition.
Saffron worked with Mtel to define a brand that creates meaningful connections, one that brings it closer to the life of its customers. Based around the idea ‘More. Me’, the brand celebrates the variety and diversity of Mtel’s customers and recognises the different needs and aspirations they each have. It provides a powerful platform for the company to focus on its customer’s lives, helping them provide services that become increasingly essential to us every day.
We worked closely with Mtel’s internal teams to adapt and align, amongst others things, a diverse product portfolio, tariff structures and naming strategies to the new strategy. An entirely new visual expression completed the transformation of Mtel from a mobile phone operator to a fully integrated communications business.
By aspiring to give customers infinite possibilities, the brand’s new identity is a combination of Mtel’s previous prominent M and the infinity symbol. The colour red that Mtel owns in Bulgaria was extended with fresh tones of orange, purple and yellow. Based on these basic elements, we developed a visual system of typography, photographic and illustration style for the broad range of product brands offered by Mtel, as well as marketing communications and own brand store design.
Mtel firmly remains the leader in the Bulgarian mobile telecommunications market and is quickly gaining market share in other fields with new bundled offers. The brand was launched in September 2012 to a great deal of local and national media attention.