Cimento Força

Phase I — Market Entry Research

Ahead of launching Cimento Força under parent company FESCO, Dblshot conducted a full market research study to map Mozambique's cement industry — sizing the opportunity, profiling competitors, and identifying the strategic gap Cimento Força could exploit. The research underpinned every later decision, from positioning to channel strategy.

• Population 32M+, 90% smartphone penetration, median age 17
• GDP growth forecast 6.5% (2023); infrastructure spend forecast $6B/year by 2025
• 13 active mega-projects identified — from a $200M rail rehabilitation to a $20B LNG development
• Competitive landscape: Dugongo 51.4% share (low price), CIMPOR 17.1%, Limak 17.1%
• Tete identified as an under-penetrated expansion opportunity (5.38% population growth)

Cement Market Sizing

Phase II — Full Brand Identity

The research converged on positioning Cimento Força as “The Specialist” — efficiency, affordability, and convenient market presence. Dblshot then designed a complete brand identity flexing across retail packaging, B2B stationery, vehicle and street branding, and merchandise.

• Positioning: “The Specialist”; brand line: O cimento campeão (“The champion cement”)
• Visual anchor: a bold red elephant-head mark — intelligence, social cohesion, and durability
• A secondary geometric pattern system inspired by regional textiles across packaging and collateral
• A five-typeface hierarchy and two logo systems (Cimento Força + FESCO)

Phase III — Digital & Social Launch

With competitors largely absent or weak on social channels, the brief was to design a first-mover digital presence that built trust quickly with a young, mobile-first population.

• Facebook — flagship channel for brand storytelling, community, and customer service
• Instagram — product/project visual content and behind-the-scenes plant footage
• LinkedIn — B2B content for contractors, engineers, and distributors
• WhatsApp Business — a direct line for distributor orders and customer queries
• Launch video series introducing the mascot and 'Building Stronger Together' positioning

The Result

Cimento Força entered the market as the only cement brand with a fully localized, consistently branded social media presence across Facebook, Instagram, LinkedIn, and WhatsApp — capturing share of voice in a category where digital was almost entirely uncontested.

Color Palette