Travel Retail and Duty Free Business Intelligence    Monday 20 October 2014

CONSUMER TECHNOLOGY

Cellular Line restyles brand and unveils new corporate image

Published: 06/03/13

Source: ŠThe Moodie Report

By Mary Jane Pittilla, Brands Editor

Cellular Italia SpA, a leading European supplier of accessories for smartphones, mobile phones and tablets, has restyled its Cellular Line brand and refreshed its corporate image.

At the 2013 Mobile World Congress in February 2013, Cellular Line held a press conference to unveil its new brand positioning, while also presenting its new website and many product innovations.

"The new Cellular Line brand positioning and image represent a milestone for our company," Cellular Italia SpA Marketing & Communication Manager Alessio Lasagni said. "Our brand is already a leading brand, very well known by end users, but we think that we still have an enormous potential that we can use to became the brand of reference in Europe for the smartphones and tablet accessories."

Cellular Line's logo has been redesigned to be more sharp and familiar. The font is contemporary and the symbol has a new shape, seeking to represent the signature of the brand as a statement of quality and product style.

The company has revamped its packaging, which has been reduced in size to optimise and reduce the volume of shipments, leading to a reduction in carbon dioxide emissions. The key product features have been redesigned to help end users easily choose the products they need.

A new Cellular Line website, which went live on 25 February, can be browsed from any mobile device. The website navigation has been designed to enhance the wide range of Cellular Line accessories and enables users to search for items according to their needs.

New smartphone covers

Cellular Line has introduced two collections of mobile phone covers, City and Flag (pictured below).

City is a collection of four soft rubber covers for the iPhone 5, with transparent and reinforced edges. The back of each enclosure carries a picture of four cities: Paris, New York, London and Berlin.

The pictures reproduced on the covers are Cellular Line exclusive designs and show famous city symbols, such as the Brooklyn Bridge in New York, the Champs-Elysees in Paris and the TV Tower in Berlin.

The Flag collection consists of four rubber covers that show on the back flags reproduced in vintage style with wood effect printing. The flags are those of the US, Britain, Brazil and Cuba.

The covers are equipped with a black ring in the camera hole and protective film for the screen. Features include easy access to keys, controls and slots, a screen protector, and free downloadable wallpaper using the QR Code printed on the packaging.

Other products include a collection of ultra-thin cases dedicated to iPhone 5, Samsung Galaxy S3 and iPad; and a range of fashion trend-led iPhone5 covers, including designs with python and crocodile print, Swarovski Elements crystals, and tartan and wool herringbone.

New Cellular Line mobile phone covers, clockwise from top left: City collection - London; City collection - New York; Flag collection - Britain; Flag collection - Brazil
About Cellular Italia SpA

Cellular Italia SpA, founded in Italy in 1990, is a leading company in the Italian market of mobile phones accessories bearing the Cellular Line brand, thanks to its quality, design and technological innovation. Cellular Italia distributes its products in more than 50 countries.