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