Our brand strategy is a long-term plan that defines how we position ourselves in the market and connect with our target audience. It outlines the brand's identity, values, and messaging, and guides all marketing and communication efforts.
Brand Strategy
The branding project is a new strategic narrative that bridges the gap between where we are now, future product development and where we are now.
A new brand and strategic narrative that creates momentum towards a new purposeful future.
Brand Name
Pacvac began operating in Perth, Western Australia in 1978, designing and manufacturing backpack vacuums for the Australian commercial cleaning market.
Today, our products are distributed to over 20 countries revolutionising efficient cleaning worldwide as a sought after, leading brand for backpack vacuum cleaners.
The Pacvac journey started using basic garage and household items and an innovative design.
Through continual innovation, we have expanded our product range to include a vacuum cleaner suited to almost any cleaning application.
Today, we are regarded worldwide as leaders of the cleaning industry, always at the forefront of vacuum technology.
Strategic Narrative - Purpose
A new narrative
for cleaning
Pacvac introduces Personal Active Cleaning for today’s cleaning needs. Our wearable vacuum cleaner takes inspiration from today’s backpack trends, making cleaning more flexible and freeing. With greater mobility and extended reach, it’s designed to deliver what we call ‘more than floor.’
There is nothing new about carrying a bag on your back
We give cleaners the ability to reach places traditional vacuum cleaners find it difficult to go.
Our customer service philosophy offering customer focused valuable advice, tips, and resources to enhance well-being and personal growth in the workplace.
Get personal, get to know your customer.
User-focused guidance to help you maximise active cleaning tasks, with tips on efficiency, ease, and usability. Our Personal Active Cleaning methodology delivers faster, better results - tailored to the user’s needs and schedule.
Demonstrate how, as a leader, our purpose-driven products with unique features raise standards in cleanliness, safety, and usability
- creating healthier spaces to live, work, play, or stay.
What makes Personal Active Cleaning a strong narrative
EFFICIENCY
Time-saving:
Focusing on one area, cleaning more spaces from top to bottom - minimize the time spent walking around and using other cleaning tools.
Reduced interruptions:
Complete a series of tasks without being distracted by other areas needing attention.
THOROUGHNESS
Attention to detail:
Concentrating on one area allows you to give it a deeper clean.
Consistent approach:
You can maintain a consistent cleaning standard across different surfaces.
ORGANISATION
Decluttering:
As you clean, simultaneously declutter and organize the space.
Streamlined process:
Completing multiple tasks at once, create a more efficient cleaning routine.
PSYCHOLOGICAL BENEFITS
Sense of accomplishment: Seeing immediate results boosts motivation.
Reduced stress:
Tackling smaller tasks make cleaning less overwhelming.
Incorporating Personal Active Cleaning into the cleaning routine, achieves a cleaner, more organised space with less effort.
Brand Promise
The Brand Promise - often also called the tagline or strapline is our overall message to all our customers.
It is a statement of how Pacvac enables all cleaners with the best product we have to offer. The winning combination of our Pacvac products and the user brings our story to a new level.
It does not take away the impact of the work of the user, it empowers them to embrace the success of the work they do.
This diagram shows how the brand promise can be used as 6 unique propositions and messaging towards and how we can be relevant and engaging with our users and customers.
Trust and Reliability
Pacvac products take care of the hard work of cleaning, so the user can enjoy their work effortlessly.
Customer-Centric Focus
Personal affirmation. Spotlight on the customer’s success, that Pacvac’s purpose is to make them shine — feeling proud of their work.
Brand Tone of Voice
How does shine work as a proposition?
A good brand promise needs to work across all audiences capturing their needs and wishes. It sets out a tone of voice that can be carried through all messaging.
How we appeal to B2B audience
Excel in efficiency and productivity while taking care of teams well-being through customer support/app
Facility Managers
Stand out from the competition with new durable, wearable products
Owner Operators
Establish services that create cleaner, healthier and safer buildings to live and work in.
Building Service Companies
Deliver on all health standards and regulations through Pacvacs own HIGHEST STANDARDS on product testing.
Retail- Hospitality - Education
Brand Values
Our brand values are build on our past and how we look into our own future.
In everything we do, the way we act, work and enjoy what we do, we breathe our DNA - our values.
Note:
When writing a document, choosing the name of an event or even making a decision, ask yourself;
Is it a message with clarity?
Does it shine?
THE PAST
Authenticity and Legacy
Our 45-year DNA is rooted in designing, engineering, and manufacturing exceptional cleaning solutions.
We understand the challenges of creating safer, cleaner, and healthier environments and are committed to providing pioneering products that meet these needs.
THE FUTURE
The Brightest Northstar
Within our DNA we’re driven by the ambition to create the world’s best products—designed to enrich the lives, work, and well-being of our users.
To achieve this, we strive to always be bright, positive, intelligent, and caring in everything we do and with everyone we engage.
Vision
Our vision is why we do the things we do - what drives us to make Pacvac products.
Shown are two versions of our vision
We create enjoyable cleaning experiences
with products that
make you shine
Vision version 2
To design cleaning products that empower individuals to take an active, personal role in maintaining a healthier, more hygienic environment.
Mission
Our mission is how we do things to achieve our vision. Key words are joy and pride, while Pacvac has always been about creating products that are premium and purposeful.
Shown are two versions of our mission.
We’re on a mission to inspire the kind of leadership we need for the world we want.
Mission version 2
We create products that enhance user experiences through thoughtful design and exceptional performance. Every interaction is designed to be effortless and enjoyable.
Brand House
The Brand House contains the building blocks and foundation for any key brand messaging. Every piece of content can find its roots in the brand house.
Brand Identity
A brand visual identity is the collection of visual elements that represent a brand, including its logo, colors, typography, and imagery.
These elements work together to create a consistent and recognizable brand image that helps to establish the brand's personality and differentiate it from its competitors.
This section contains all the brand design elements and guidelines.
Brand logo
The logo stays the same but we have added a new brighter and bolder colour is geared towards the digital content era. The change is minimal and shows evolution and not revolution.
Shown is the original logo colour and the gradual improvement.
Colour
Colour is a strategy.
It’s not about decoration—it’s about storytelling.
The bold use of blue in the logo and branding shifts Pacvac into a fresh narrative. By anchoring the brand to the main blue logo colour, we open the door to greater adaptability in colour for future product development.
This colour approach moves away from the traditional industrial feel in the cleaning market, embracing a more human-centred experience.
Less about machines, more about meaningful interactions.
Each colour becomes a purposeful element of this story.
Key Colours
New Blue is a fresher, electric version of the current blue to that taps into the technology vibe evolving the brand storytelling without losing recognition.
HEX #3362ff
Pink is to compliment the latest product colour innovation and recognition to our female users.
HEX #fe3a84
Vibrant green is added to compliment the blue and express that Pacvac stands for modernity and sustainability
HEX #15de71
Lemon Yellow is the colour of ‘shine.’
It expresses our focus on well being in what we offer and the joy and goodness of who we are.
HEX #ffed00
Gilmer font
The main font is Gilmer.
Gilmer is a widely available font, easy to source for any collateral.
Gilmer Regular is preferred for online titles and body copy when using a small amount of text.
All fonts of the typeface are permitted.
Photography
Photography is a perfect medium to show our products in use. The user experience is the most important factor to communicate. A smile is always welcome to confirm that the users well being is also being taken care of by Pacvac.
There are 3 types of photography/illustration that we use.
1. We like to show activity and moment. Keep it natural and authentic - if too still then the energy is lost.
2. Explainer photography and videos are vital and can be simple and clear.
3. Illustrations are still a great way to explain or communicate services and concepts where photography does not enhance the communication objective.
Brand activation
Website concept
One of the 6 narratives, example as a carousel.
Sales section
All products to the front!
Product and accessories section
Country page section
Example Team UK
The homepage template based on 5 sections builds on new narrative creating a more sales and location/service driven website.
Social Media
Create a timed carousel of posts in your Editorial Plan
Brand Stories
Events, new people, testimonials, launches
Product Stories
New features, test results, Awards
PAC stories
Cleaning activity tips, hacks of the week - Academy, customer support
Promotions
Cyber sale, discounts, pricing changes
Pacvac App
Everything you need to improve your Personal Active Cleaning programme.
A new era in customer care.
Outdoor Advertising
Examples of Outdoor campaigns
including a brand activation campaign ‘Life sucks, Suck better’ that creates attention and helps the user to shine with Pacvac.
The Pacvac Brandbite guide has been developed to bring all your brand needs into one place.
Should you need further help with your brand needs please contact adam.w@pacvac.com