Research results
Consumers are interested in a brand with vivid emotions that goes beyond direct functional benefits. The
brand should provide an opportunity to enjoy independent minor repairs and decorations. It was important to
transfer emotions from graffiti to more popular field of use: repair, restoration.
Creative concept
The letter “Y” in the name RAYDAY, which symbolizes a spray gun, was chosen as a communication element.
In addition, the name itself forms an associative series connected with the day when you can afford to
realize your creative energy, give to thing bright individuality, give to an old thing a new life. One of
the ideas for implementing communication was under the motto: "It's a rayday today" or by the same name of
the AC/DC song - "Are you rayday for the good time?"
Burst of creative energy
In the first 3 months from the sales start, we managed to reach the volume of 57 000 units, and in
the second 3 months – 125 000 units
