The Washington Inquirer EditorFino, a well-known Ukrainian brand of household products formerly known to Georgian consumers as Melochi Zhizni, has recently undergone a strategic rebranding. This change aims to better align the brand with modern consumer demands, enhance its connection to the local market, and improve brand recognition.
The process involved updating the company’s visual presence and refining their communication strategy, while upholding its core values of quality, cleanliness, and reliability. This all not only preserved the brand’s market presence but strengthened its position, leading to increased consumer trust and recognition, exemplified by winning the Golden Brand award in the household products category.
In an exclusive interview, Eka Maghlaperidze, the head of the marketing department at Libo Group – a marketing, sales, and distribution company that has been importing Fino / Melochi Zhizni to Georgia for over 20 years – discusses the strategic vision behind the rebranding process, the challenges encountered along the way, and the impact it has had on the brand’s presence on the domestic market.
Q. Let’s talk about how the brand underwent rebranding and the response of Georgian consumers to Fino. What challenges did you encounter during this process?
A. Fino was previously known to Georgian consumers as Melochi Zhizni. However, during the brand development process, a decision was made to rebrand in order to modernize the image, establish a closer connection with the local market, and enhance consumer recognition. The new brand name, Fino, is shorter, more modern, and has an international appeal. As a result, the new name and visual identity are now easier for Georgian consumers to connect to and remember.
Rebranding can at first lead to confusion and uncertainty among the public, but through effective strategic communication for Fino, we were able to navigate this transitional period relatively smoothly. Consumers had questions about the brand, wondering whether it was new and what changes had been made to the products themselves. So clear communication became our top priority. We informed consumers through various platforms that Fino was still the same high-quality Ukrainian brand — just with an updated name and look. Simultaneously, we collaborated with retail chains and partners to quickly establish the brand under its new name. Thanks to our effective communication during the rebranding process, along with our commitment to product quality and a strong marketing strategy, Fino has quickly become a trusted and popular brand in the Georgian market.
Q. Did the rebranding meet your expectations and deliver the desired result?
A. Rebranding is a significant and often risky endeavor. However, in the case of Fino, the results clearly indicate this change was both successful and needed. Our primary expectation was that, despite the name change, the brand would retain its relevance and market position, and that the rebranding would not negatively impact financial performance. Fortunately, these expectations were met. Consumers perceive Fino as an updated yet still high-quality brand. Not only did Fino maintain its market presence, but it also strengthened its position with renewed energy and a refreshed image. This was a crucial step that ultimately enhanced brand perception, improved customer connections, and positively influenced business results.
Q. Despite the updated concept, the brand maintained its popularity on the market and, under a new name, won the Golden Brand award. How did the brand manage to remain relevant during this transition and secure the country’s top business honor?
A. Fino’s rebranding was not merely a name change; it was a strategically planned process that involved updating visuals, new positioning, and refining its communication strategy. The brand’s core values – quality, cleanliness, and reliability – remain unchanged. The updated and modern image aligns better with current market demands. With this thorough planning we maintained the brand’s popularity, as evidenced by winning one of the country’s most prestigious business awards, the Golden Brand, in the household products category.
Q. Please outline the strategic steps that positively affect Fino’s image and the environment in which the brand operates.
A. Fino periodically organizes cleaning campaigns that serve the brand’s social responsibility initiatives and raise environmental awareness in society. These efforts support environmental sustainability and encourage public participation, fostering a sense of collective responsibility. Such activities also bolster the brand’s image, demonstrating that we care about the environment and are committed to a purpose beyond profit.
Fino is also a sponsor of MasterChef Georgia, a cooking competition TV show, which marks an important strategic partnership that benefits both brands. MasterChef is a very popular show, allowing Fino products to reach a larger audience. The show’s viewers – who are interested in clean and healthy cooking – represent a potential market for Fino products. The natural integration of Fino products into the show highlights their practicality and necessity in everyday life.
Conversely, Fino provides sponsorship support to MasterChef, including financial and logistical assistance that helps maintain the show’s high professional standards. Emphasizing high cleanliness and hygiene standards is an essential advantage of this collaboration.
Q. How would you evaluate the household goods market in our country? Are there quality products, what would you like to see change?
A. The household products market in Georgia is evolving rapidly, showcasing both strengths and challenges. Dominated by international brands, the market offers a diverse range of products, from premium to budget-friendly options; however, there is a notable disparity in quality. Currently the share of biodegradable and environmentally friendly products remains relatively low in Georgia, underscoring the need for increased education on the quality and ecological impact of these items. It’s important for consumers to make choices based not only on price but also on reliability and durability.
To enhance this segmet, it is essential to strengthen quality standards by ensuring that more products meet European and international guidelines. While companies like Fino are making strides in developing eco-friendly products, this focus should become a more widespread trend throughout the industry.
Q. What is Fino’s development strategy in Georgia?
A. With over 80 products currently under the Fino name, including popular items like parchment paper, garbage bags, and dishwashing sponges, the brand is poised for further expansion.
As the official distributor of the Fino brand in Georgia, Libo Group recognizes the importance of ensuring an uninterrupted supply of a diverse array of products. We aim to achieve this through modern logistics technologies, while also delighting our customers with discounts and gift sets. And of course we are committed to strengthening long-term, mutually beneficial relationships with our partner companies.
