Challenge
As Turkey’s largest ceramic-producing company, Kaleseramik has been synonymous with ceramic tile for over 55 years. The brand however, wanted to give its image a modern update that would strengthen its competitiveness and corporate value, as well as propel it into a leading role in the global market.
Solution
The only way to take Kaleseramik to the next level was through extreme design. We updated logos and concepts to make them relevant in today’s market, and then identified and utilized all touchpoints for every product line in order to create a lasting and coherent brand identity system. We concepted and implemented long-term campaigns of creative that was consistent from the retail store to the online world. We also reached out to our audience by participating in international exhibitions where we offered product demonstrations as well as the display of new product lines.
Results
The revitalization of Kaleseramik solidified the brand’s leading role in Turkey’s ceramic market. Research shows that 75 percent of consumers recognize Kaleseramik’s communications, with 43 percent specifically remembering an ad.
Through our branding and marketing efforts, consumers began to realize that Kaleseramik not only stood for the production of ceramic tile and other materials, but also for setting market trends. At 99 percent, Kaleseramik’s brand awareness far surpasses that of the competition, and 76 percent prefer it to the other brands. * Barem Research International, December 2007 Study