Make your home beautiful
We were approached by Tile Mart to rebrand, rename and relaunch their tile business from what was perceived as a tile supermarket to a contemporary retail store selling quality tiling
They wanted to improve brand perception and portray a contemporary feel with a name that is catchy, easy to remember and conveys quality, without alienating those on a smaller budget.
Taking influence from the lifestyle elements associated with tiling, we were inspired by the earth and sea, Mediterranean luxuries and the emotions of completing a project of this nature. Our work had to be respectful to the existing brand whilst properly representing what they are today.
We began with a naming and positioning project where we took time to understand our client’s perceptions and their objectives and carried out a research project to bring all of the elements together.
We presented a shortlist of directions to take the brand, taking into account all that we had learnt. The client decided on the name Roccia, meaning rock in Italian, bringing together nature and femininity, design and quality.
Our positioning copy needed to be inspiring and emotive whilst being accessible to all without giving too much away. We wanted to empower the customer and be welcoming, demonstrating the belief that everyone should be able to enjoy designer tiles and bathrooms.
The craftsmanship of high quality tiling led to the development of a distinct brand mark which takes influence from the timeless strokes and lines made in tiling with an established date to represent longevity and quality.
A contemporary typeface was chosen that had the flexibility to work across a wide range of sizes for application across signage, point of sale and online, with a colour palette to represent earth, water, clean lines and sophistication.
An adaptation of the brand was created for the trade side of the business which needed to feel less designed and more straight to the point.
We delivered concepts to communicate the name change and a catalogue of rollout ideas to showcase how the new brand works in store.
The business has a brand they can be proud of with a clear and distinct position in the market place that represents what they do today.
They have the ability to apply the Roccia brand consistently across all stationery, point of sale, digital, signage, livery and packaging.
This stunning brand has intriguing street appeal with the clarity and direction to inspire customers to enjoy the finer things in life without the hefty price tag. Simply beautiful.
Eric Wright
Together we make a difference.