Eesti Post unveil new international name
Eesti Post today unveils its new international name Omniva, which will be used for its logistics solutions and business operations in the Baltic domestic market. The name Eesti Post will be retained for post offices and the mail delivery service, and will be the legal name of the company in Estonia. This summer Eesti Post will gradually introduce the Omniva trademark in Estonia, Latvia and Lithuania, illustrating the international character of the logistics company. Omniva will operate all of the company’s modern communication and logistics services.
The internationalisation of the company and enlargement of its domestic market from Estonia to Latvia and Lithuania have driven the need for the new trademark. All subsidiaries in Estonia and abroad will be drawn together under the unifying new brand name. Omniva will provide the logistics services and e-services that have until now been under different brands, like the Post24 automatic parcel machines, ELS courier service, Kirjakeskus mail centre and eArvekeskus e-invoicing centre. The name Eesti Post will be retained for post offices and the mail delivery service, and will be the legal name of the company in Estonia.
Chairman of the board Aavo Kärmas said “We have combined digital and physical channels in order to deliver information and goods. Successful operation across borders requires a new marketing strategy and an international name that is not connected to just one country. When we operate under a single trademark in all three of our domestic markets in Estonia, Latvia and Lithuania, our customers and partners will understand our business better, cooperation between our subsidiaries will be improved, and our operations across different markets will be simplified”.
Mr Kärmas said that the change was also needed because the brand name Eesti Post is strongly associated with postal services, which have been playing an ever-diminishing role in the company’s business over the last decade, and the name is not identified with the nature of contemporary communications and logistics solutions. He explained that Eesti Post has become an international logistics company in recent years, which is why a brand name connected only to the postal sector no longer fits with the company’s business strategy for the future.
As part of a new marketing strategy, the company will start using the international brand name Omniva gradually over the next months. At first an e-service environment with new content and format will be created for customers, and this will be the gateway for all the services run by the company. Investment of € 140 thousand will be made in updating services and rebranding, and our partners including Division and Nortal will be involved in the improvement work.