I am a big fan of Stelios and if you go through my blog, you will see how obvious this is, but unfortunately I have never flew his low-cost airline easyJet yet, hopefully i will soon.

I would like also to share with you below his company brand manual easyGroup, that I found online some time ago while I was searching for some branding stuff for work.

EasyGroup Brand Manual

click for large size picture

Advertising Agency: Taxi, Canada
Executive Creative Director: Steve Mykolyn
Creative Director: Michael Mayes
Art Director: Ryan Semeniuk
Writer: Nikki Jobson
Photographer: Clinton Hussey
Via: adgoodness

Since its first steps in 1996, Siblou has been dedicated to provide its customers with a wide range of quality seafood products and an exceptional service.

Siblou’s journey has been a challenge: a challenge to deal with a commodity as vulnerable as seafood, a challenge to insure reliable and consistent supply, a challenge to continuously cater and develop truly superior products to meet the requirements of increasingly sophisticated consumers despite their cultural differences and habits.

Now that first steps are far behind, Siblou’s maturity was reflected in its logo uplift. Siblou new logo shows more volume and enhanced legibility while preserving its spirit. A more general facelift became a necessity to confirm Siblou’s leadership of its category in innovation and design: packages follow a more innovative trend enhancing the brand architecture and preserving its identity.
Gradually, the product range rejuvenation followed to expand and diversify in depth existing ranges to meet today’s segmented consumer demand.

Despite cultural differences, more than 400 million consumers can enjoy Siblou products in over 27 countries in the Middle East, Africa & Europe. With over 90 SKUs, Siblou is leading the seafood retail category in most of the markets it penetrated.

Anuga is held in the city of Köln in Germany in the exhibition center called the KölnMesse

The city of Köln is also known as Cologne, where the Eau de Cologne was born with the famous brand 4711 and for those who are wondering, yes I do use it.

Luckily we have uplifted our main logo not long time ago while fake products are still using our old one. As you can see while comparing our original label with the fake ones, that these people did not really bother themselves in making some major changes or differences (this reminds me when my daughter plays “find the 7 differences” game).

All they did was to copy the label as is, without any effort and to be fair to one of these unethical people, he really wanted to make a difference while copying a known brand, he just added the “n” letter at the end to make our brand called Sibloun, so i have to admit that was a very clever move *ironic sigh*, while the other guy just used a scanner and surely the quality found inside these cans is not comparable with Siblou.

Definitely our company took legal actions to put an end to these counterfeited goods, but such cases need time and patience until all evidence are gathered.

We have already other branding, packaging and marketing plans and solutions in place to fight back, but unfortunately i am not able to share such information for the time being.

Nonetheless, we are not only copied on this range, our frozen products design (and quality) was also copied in so many countries in the Gulf and in Europe, i will be writing about this also soon.

Unfortunately successful brands and products have been copied since forever worldwide, the dark side of this is directly hitting 2 main parties, the consumer, who, sometimes is buying without making sure he is not fooled and spending his money on the wrong product(s) and the brand owners spending big amounts to fight and protect their brands/products, while some unprincipled people make fast money, which i am sure will not last forever.

Credits: Aramex and Fedex ads from ArabAd Zone