Roojai Insurance

While the insurance sector has traditionally been a conservative market in Thailand, an opportunity presented itself for a new player in the industry. The question became how to formulate its business proposition, its product offer, sense of identity, and what it should stand for when the business did not yet fully exist.

Services

Brand Research
Brand Strategy
Brand Naming
Brand Identity
Brand Expression
Verbal Identity
Brand Book
Marketing Collaterals

Solution

LIQUID coordinated quantitative surveys as well as qualitative interviews and focus groups on a subset of the car insurance market to ensure this online only product delivered extensive benefits at a lower cost. During this process we also gathered a great deal of understanding of what would make the brand really standout. We used this knowledge to create a disruptive brand with a unique name and a powerful identity, rolling the brand out through internal branding communications, environmental design, marketing literature and external communications.Today the brand is a category leader.

The strategy allowed us to create a disruptive brand with a unique name and a powerful identity, rolling the brand out through internal branding communications, environmental design, marketing literature, a mascot, and external communications.

The brand concept was reflected in the name “Roojai” which is Thai for “understanding you” or “know how you feel” as the brand is ready to help you in your moment of crisis. We then combined it with a kangaroo figure which is synonymous with being speedy, and the mother having a pouch which protects its young. These are valid concepts that are deeply held within the brand values.

Key Success Indicators

Today the brand is a category leader in the online vehicle insurance category. Its singular brand concept, disruptive positioning, and unique identity allowed it to stand out against the competition and generate market share from the very start.

Testimonial

LIQUID understood our business goals straight away and proceeded to create the full brand id, look and feel as well as the collaterals and communications we needed. We found them to be professional, knowledgeable and dedicated to launching our brand successfully. Today, we are growing significantly with a total premium collection of 1.33BN THB in 2023

Nicolas Faquet,
CEO, ROOJAI