As the North America Agency of Record, Seed Factory partnered with Beauflor, a European manufacturer and industry leader in resilient flooring solutions, to introduce the brand to the US. Although the company was an established, respected brand in Europe, they needed to ensure their brand and product positioning resonated with American consumers and their lifestyles.
Beauflor’s current branding proved successful for their European customers, but in order to sell into the US, they needed to establish an emotional connection with this new market. To accomplish this, Seed Factory developed and executed a fully integrated branding effort to connect with both B2B and B2C audiences. A more approachable position and tone for all written language, graphic elements and photography has been executed across all branding and marketing communication efforts.
We focused on a simple, yet bold brand identity that would be easily recognizable and stand out from the competition, and a simple message that would resound with the company’s new customers. This new brand position and voice was seen across every communication channel including all print advertising, the US website, tradeshow graphics, sales collateral, video content and social media activations. We were also able to tell the story through editorial that positioned Beauflor as a category and industry leader.