After 30 years, Sarcom – one of the largest local manufacturers of varnishes and paints

Sarcom, one of the largest local players in the paint and varnish production segment, is relaunching under the name EVOLOR, following a rebranding and repositioning process signed by WOPA Communication Group. With over 30 years of experience in the field, EVOLOR – which is part of the building materials holding company ROCA Industry – aims at the accelerated expansion of sales within the network of traditional distributors at national level, but also in the international retail segment.

The rebranding process is part of a broad strategy of operational, commercial and organizational transformation, but also of repositioning on the national market and expanding on regional markets. The company recently completed the process of rebranding and registering the new trade name EVOLOR.

“WOPA are the partners who stand shoulder to shoulder with us in the #Reindustrialization of Romania through the construction of Made in Romania brands, built with the intention of being taken to the international level. This rebranding is a first step, and we will see similar processes for commercial brands as well. At the Holding level, all our companies will benefit from brand positioning processes according to the markets in which they operate and the consumers they address,” he declares Ondina OlariuChief Marketing Officer of ROCA Industry, the building materials holding that owns the EVOLOR company.

Thus, from a strategic point of view, the premise was that there is already a corporate brand known in the industry, associated with Romanian entrepreneurial values: agility, boldness, ambition and perseverance. Even if the rebranding process was necessary, the ecosystem of values ​​behind the name does not change, on the contrary, it has been outlined much more meaningfully and inspirationally.

That’s why “EVOLUTION” was the first key word from which the rebranding process started. Then, naturally, the creative team associated the word “COLOR”, these being the definitions not only for the role of the brand in the lives of consumers, but also the diversity and capacity for constant innovation of the brand.

“A renaming for a company so present on the market is not a simple thing. And often, for reasons of history and importance, the first reflex is to try to incorporate as many aspects of the brand as possible into the new name. But, after several rounds of ideation, we realized that what is the basis of the brand is its ability to evolve and the desire to bring color to the lives of all customers”, says Daniel HarmanescuGroup Creative Director WOPA.

“In a continuously evolving market, a market with strong players, the challenge of a rebranding brief is the desire of any graphic designer and any advertising agency. For EVOLOR, we intended to preserve the 30-year history, but also capture the future of the company. From here the concepts of Evolution and Color found themselves together. In the color scheme of the brand, we also interpret elements related to nationalism, but we also ensure that, overall, the brand works at an international level, complements Alexandru LazareanuHead of Design within WOPA.

Evolution, dynamics, conquest of new markets

In 2023, the company continues the national expansion process, started in 2022, in the traditional retail segment. Until now, EVOLOR products have reached the shelves of the largest type stores Do It Yourself such as Dedeman and Leroy Merlin, and recently, the company also signed a commercial agreement with the Brico Depot network. Moreover, EVOLOR also started expanding on foreign markets, signing a first export to the Republic of Moldova, a market in full development. The Republic of Moldova represents an opportunity for EVOLOR, considering the development premises of the country and the presence of several producers from Ukraine, currently focused on the reconstruction plans of the country located north of Romania.

Additionally, the company plans to streamline its operational activities, both by expanding its storage capacity, investing in an additional logistics facility, and by implementing a project aimed at building a photovoltaic park, to reduce energy dependence.

Last but not least, the company’s figures confirm the evolution and the need to reposition the brand: EVOLOR reported a business volume of 17.6 million RON in the first 3 months of 2023, up 46% compared to the first quarter of last year.

With a 30-year presence on the market, EVOLOR was founded in 1993 under the name Sarcom and, since October 2021, it is owned by the holding company ROCA Industry, specialized in the construction materials segment. With a market share of 8%, the company sells a wide range of products (washable interior and exterior paints; decorative plasters; enamels, varnishes, primers – both water-based and in organic solvents; thinners and complementary products; pigments superconcentrates). The company’s best-known brands include Sticky and Coral.

ROCA Industrylisted since January 2021 on the AeRO market of the Bucharest Stock Exchange under the symbol ROC1, owns, directly and indirectly, a number of 7 companies – performers in the specific sectors of activity: BICO Industries (the largest manufacturer of glass fiber mesh in CEE and in the top 5 European manufacturers), Sarcom – recently EVOLOR (one of the largest players in the paint and varnish production industry), Eco Euro Doors (the largest Romanian manufacturer of doors for residential construction), Dial (producer of wire products), as well as fiberglass producers Terra, Europlas and Iranga Technlogijos through BICO Industries.

Credits:

Team client:
Ondina Olariu, CMO, ROCA Industry
Bogdan Pirvu, CEO of EVOLOR
Adrian Enache, Marketing Manager

Team WOPA:
Daniel Harmanescu, Group Creative Director
Alexandru Lazareanu, Head of Design
Miruna Stefanescu, Senior Art Director
Andra Tivichi, Client Service Director
Mara Stoenescu, Account Director