Strontium
From commodity to valuable business.

Strontium was moving from computer components sold largely to technical buyers into consumer flash-memory products.

The products were highly commoditised. Competition centred on price, leaving Strontium with little reason to be chosen beyond being cheaper.

More than a new look.

Strontium needed a brand that would differentiate its products, strengthen its relationships with distributors and reduce its dependence on price.

Its existing red packaging looked similar to its competitors’, while its identity did little to make the brand recognisable or memorable.

We retained the established Strontium name but created a distinctive new identity, colour and packaging system.

The product was placed to one side, giving the brand greater impact on shelf. A clear information system made it easier for customers to identify the product, understand its capacity and choose the right one.

Previous logo

Rebranded by The Gang

One recognisable system across the entire product range.

The identity was applied consistently across packaging, point of sale, distributor materials and advertising.

We created a new set of packaging to maximise the new brand's impact in store. This involved placing the product to one side to maximise the graphic area for the branding. And devising a system so consumers could quickly understand what the product was, it's memory size and how to use it.

Consistent marketing materials

As Strontium’s marketing budget was modest, it was paramount to ensure every piece of marketing material clearly came from them. We produced online, point of purchase and outdoor advertising.

The result: Sales went from hundreds to tens of thousands / No.1 at JB Hi-Fi retail

According to co-founder Anshuman Gupta, the rebrand transformed Strontium’s go-to-market approach:

– Sales grew from hundreds of units to tens of thousands.
– The brand helped open new distribution opportunities.
– Customers became less price-sensitive, improving pricing power and margins.
– Within three months, Strontium became the number-one-selling memory brand in JB Hi-Fi stores across Australia.

“The rebrand didn’t just change how Strontium looked. It changed how we went to market, how distributors responded to us and the economics of the business.”

Anshuman Gupta, Co-founder, Strontium

The brand also gave Strontium an identity independent of its founders, helping reduce key-person risk and making the underlying business stronger.

Three years later, when Anshuman sold his stake to his business partner, the brand was not valued separately. Its value was reflected in stronger sales, margins, distribution and future earnings potential.

The Gang’s role: Brand strategy, identity, packaging and creative development.