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Corona

A ceramics manufacturer repositions the brand under the concept of ‘living spaces’.

 

Situation

Corona is a leading ceramics manufacturer that offers sanitary-ware, tiles, plumbing products, dinnerware, insulators and adhesives. The different business units focused their communications on the products’ intrinsic strengths when, in reality, all the products contributed to creating integrated environments. 

 

Solution

Corona developed a new brand strategy that resulted in a new positioning concept that integrates all products and services around the idea of ‘living spaces’ . They simplified the business units’ nomenclature and consolidated some of the product brands. The rebranding process included a clear, contemporary and timeless logotype and a visual vocabulary that uses curves to create a uniform yet flexible language across the company’s broad range of communications systems. The new brand identity was applied to catalogues, ceramic products and signage at all the points of sale, among others. The new brand has helped Corona to expand internationally and to consolidate the company’s internal culture.