CreatonTerreal
A two-brand, one-team operation.
CREATON and TERREAL joined forces in the Benelux. We kept both names, combined them and gave the two brands one shared visual identity. A tagline connects the new name with the visual style.
The story behind the work
What was the challenge?
CREATON and TERREAL are both key players in the ceramic roof tile market, each with their own distinctive characteristics. By joining forces, they wanted to unite their branches into one Benelux headquarter. They also had the ambition to become a top-of-mind brand in their field. Both brands share a similar target audience, brand equity and offer. The existing visual identity made them look distant and serious, which did not fit the warm image their sales advisors radiated. To come across as a trustworthy partner, the identity had to reflect the core values client-oriented, reliable and hands-on. Both companies also needed to streamline and improve their storytelling and the way they interact with their target groups.
What choices did we make?
We started with groundwork: several interviews, a workshop and in-depth market research. The insights helped us pinpoint the right characteristics and clarify any sensitivities. Both names already have a rich history among the target groups, so we saw no reason to go for something totally different. We combined the names of both companies. That way, they retain their customers and brand awareness, respect their current positioning, and increase their reach and market share. Each brand also keeps its typical USPs, segments and product categories. A tagline forms the glue between the name change and the visual style. It highlights the extensive offer and the personal relationship between sales representative and customer.
What did we create?
We kept the names and glued them together. The result is a very readable and clear structure. On top of that comes a new, shared visual identity that positions both brands as one strong and united front in the Benelux. The tagline connects the name to the visual style and puts the extensive offer and the personal contact between sales representative and customer in the spotlight. The identity reflects the core values client-oriented, reliable and hands-on. We also streamlined and improved the storytelling and the way both brands interact with their target groups.