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