CaesarStone

website: caesarstone.com

Not just ‘challenge.’ Opportunity.
CaesarStone, the pioneer of quartz surfaces, earned an enthusiastic following of customers who avidly embraced the physical and aesthetic properties of their products. But leadership attracts imitation '-me too' products that threatened to undercut the power of the CaesarStone brand and its ability to grow in international markets as well as a fragmented approach to brand communication complicated the picture: the CaesarStone brand had a differen't look and feel' in regional markets.

The Brewery immediately recognized the power within the CaesarStone brand-power to claim the premier position in an increasingly competitive market, and the power to drive superior business performance.

Not just ‘process.’ Insight.
For The Brewery, capturing opportunity began with a commitment by CaesarStone to "own" being the premier supplier of quartz surfaces to global markets, known for products that are contemporary, beautiful and lifestyle-driven. With this strategic foundation, CaesarStone could move beyond a communication focus on the installation of its products to a richer discussion of their aesthetic and design advantages. By articulating the features, advantages and benefits of its products-and consistently delivering those key brand messages through inspirational and innovative design-the CaesarStone brand could grow and strengthen in value to industry and design professionals, as well as retail and commercial consumers.

Not just ‘tools.’ Solutions.
Sporadic efforts aren't enough to build strong brands. To build a new, powerful brand for CaesarStone, The Brewery acted on insight to produce a clear sense of purpose and value for the brand as the ‘professional's choice' in quartz surfaces. To bring this value to life and stand out in the international marketplace, The Brewery created a strategic brand approach, which informed the design of the new logo, visual communications system, POS and advertising backed by testimonials from high-profile designers. Through this integrated effort, CaesarStone found the solution needed to capture market opportunity and build a powerful brand.

Not just ‘action.’ Results.
Proof of the renewed power of CaesarStone's brand wasn't long in coming. When the new brand was unveiled at KBIS 2007 in Las Vegas, industry professionals and retailers alike embraced it enthusiastically. Endorsements from celebrity spokesperson Kristen Kemp and designers John Sofio and Dan Menchions only added to the warmth of the reception, and a broad media campaign soon cemented the CaesarStone position as the premier quartz surface brand.