HERITAGE CERAMICS
BACKGROUND
Heritage Ceramics is a ceramic tile solution provider, with international clientele and offices in Singapore, China and Australia looking to expand into new markets.
Piquant conducted a brand audit and found that stakeholders perceived the company as traditional, small and have an inconsistent identity. Employees were also not aware of the international reach and network of Heritage, and perceived the firm as a small company in Singapore.
STRATEGY
To close the gaps and align the key offerings of the business together with their customers needs, we positioned Heritage as a tile specialist focused on building strong partnerships.
STRATEGY
To close the gaps and align the key offerings of the business together with their customers needs, we positioned Heritage as a tile specialist focused on building strong partnerships.
IDENTITY
The development of the corporate identity led to us to craft a logo that portrayed two tile shapes coming together to form a bridge that represents the relationship between Heritage and their partners. To ensure internal alignment, Piquant conducted a brand orientation together with the management team to share future goals and plans, and insights that lead to the new brand development. The activities conducted during the orientation session motivated employees and employee engagement increased.
OUTCOME
After the rebranding, Heritage Ceramics received more attention when they participated in the annual ceramic tile exhibition a year after the rebrand with 40% increase in overseas distributors interest that lead to an expansion into two new overseas markets.
Piquant followed on to craft two other product brands Studio Ceramics and Shape Ceramics under the parent company. Where newly launched Studio Ceramics had their first sales order crossing half a million dollars.
A brand that truly achieved global recognition after rebranding.
