BELGEE

BELGEE has been operating in the Belarusian market since 2011. Having started with the production of Geely cars, the company gradually evolved into an independent brand with its own name and model range. Today, the BELGEE lineup includes four vehicles designed for different target audiences and life scenarios.

By the time BELGEE approached Fabula Branding, the brand was facing a number of challenges. Despite having a strong product and a broad dealer network — more than 10 dealerships across Belarus — BELGEE lacked a cohesive, distinctive, and emotionally engaging communication system. This made it harder to communicate with customers and left dealers without a unified tool for promotion and sales.

• develop clear positioning that would reflect the brand’s closeness to people and BELGEE’s national character;
• rethink the brand’s visual identity while preserving continuity and strengthening its modern feel;
• create a flexible identity system that could be easily scaled and actively used by the dealer network;
• develop a Key Visual and slogan that would become the brand’s emotional anchor;
• build a communication platform and strategy for different target audiences and car models;
• prepare guidelines and tools to help dealers sell and promote the brand effectively in a unified style.

The work began with a deep dive into the project context. The Fabula Branding team analyzed the market, the competitive landscape, and communication patterns within the automotive category, while also studying the behavior and expectations of Belarusian buyers. Special attention was paid to the role of dealers, as they are the brand’s key point of contact with the audience and directly influence the perception of BELGEE.

The research showed that for Belarusian buyers, a car is not only a means of transport or a status symbol, but also part of everyday life, family, and personal history. A car accompanies a person for years — on the way to work, on visits to relatives, and on trips around the country. This is an emotional connection that the brand can and should support.

Based on the insights gathered, the positioning “For Our Own. For Our Loved Ones.” was born. BELGEE represents cars created by Belarusians for Belarusians — with attention, care, and responsibility. These are cars driven by parents, children, friends, and acquaintances. Cars that know the roads of their home country and naturally fit into people’s lives — from city routes to family trips and travels across Belarus.

The visual refresh is based on the principle of continuity. The agency team preserved the key constants of the existing BELGEE logo while creating a new graphic wordmark for the client.

The identity was developed as a flexible system, convenient for scaling and active use by dealers. This solution makes the brand feel vivid, dynamic, and easily adaptable to different communication formats.

The primary color palette is built around a combination of light green and deep green — shades associated with reliability, eco-friendliness, and confidence. An additional palette of clean, bright colors is used for social media and advertising materials. Clear recommendations on identity usage and color proportions were developed for the client’s team to ensure visual consistency across all brand touchpoints.

The main slogan, “Created to Be Close,” became the semantic center of the communication. It reflects BELGEE’s philosophy: to be there with the car owner on everyday routes, during important life moments, and throughout long journeys. In addition, the team developed communication messages for each model, taking into account the specifics of their target audiences, and created a brand legend that reveals the brand’s character and values.

BELGEE is a caring friend who understands and supports. The brand’s communication is built on sincerity, transparency, and respect for the audience. Every message carries a sense of attentiveness and involvement — whether it comes from an engineer, a support specialist, or a marketer.

• BELGEE S50 is for young and active people who value the rhythm and ease of city life.
• BELGEE X50 is for family-oriented buyers who care about space, safety, and practicality.
• BELGEE X70 is for those who choose confidence, comfort, and technology as a form of status.

Fabula Branding created a complete set of brand materials, including banners for targeted advertising, Instagram design templates, POS materials, and more. Separate detailed guidelines for the BELGEE team and for dealers became a key part of the brand system. In these guidelines, the agency explained in detail how to use the visual system and communication messages in sales and promotion.

The refreshed identity, clear positioning, and systematic communication provided dealers with an effective working tool, while giving customers a brand they can trust.