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Icestone

Exquisite finishings

Insight

Icestone is a tailor-made product range, drawing on constant innovation and a mix of modern technology and skilled handicraft.

BL Marmi is the Italian company, owning Icestone, a high-end sanitary fixtures and finishings brand, distributed in Europe and the Middle East, with a turnover of EUR 10M per year.

client

BL Marmi

services

Branding

Marketing strategy

E-mail marketing

Product development

Stand design

challenge

A premium product, that have a weak brand image and production and delivery issues.

Approach

Triple direction: identity, communication and production

Identity wise:  better conveying the brand attributes – innovation, quality, craft.

Communication wise: strengthen Icestone presence on local markets.

Production wise: better control the orders and deliveries, while aligning the new product development with brand values.

Idea

ICESTONE – CREATIVE SOLUTIONS for architects, interior design professionals and project developers.

The communication plan aimed to build brand awareness & equity by participation at category relevant events, web site design, product catalogues redesign, as well as increasing product range awareness & promotion by participating at fairs & exhibitions (Cersaie, the most important), quarterly newsletter, case studies.

what we did

Streamline the identity, communication and production, publicly presenting the new Icestone at the iconic Cersaie fair.

Developed an extensive  rebranding and awareness strategy, in parallel with a new factory information system.

Identity and communication wise: logo redesign, designed new presentation materials, products’ catalogues and e-mail marketing campaign.

In terms of production, developed a new factory information system, aligned the new product development pipeline with brand values and business strategy. Resulted a new line of products – ZWAP.

 

zwap.

results

Significant business growth: +25%. Rework decreased considerably (-20%), as well as and waste (-14%). Brand image improved as well.

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