A sober identity for Concept Carrelage sàrl
Identity
Concept Carrelage sàrl is a company specialized in tile installation based in Switzerland. With customers with a contemporary vision, the brand intended to renew its image to establish new connections with new customers and current clients. To accomplish this goal, Concept Carrelage sàrl invited Humana to create a new brand identity that could transmit a minimal and contemporary visual language in line with the brand's vision.
Our challenge was to write a new narrative, designing a new identity, and frame a unique brand experience. The starting point was to find the best keywords that could describe the brand. We defined three attributes — Geneva, sober, and satisfaction — that gave us the direction to the project.
Our goal was to represent a brand that focuses on customer satisfaction through a professional and close follow-up. This was possible, by using contemporary typography with classic details on the logotype. Alongside the usage of a neutral color palette, white and black colors, we could transmit a minimal and elegant feeling to the customer.
Helping customers feel part of Geneva, satisfied and attended.
Since the core business of Concept Carrelage sàrl is the tile application, the attention to detail is in the ethos of the brand. This was the motivation to design the visual language. To bring this to light, we used, as inspiration, the joints in different tiles and floors as well as the sun present on Geneva's coat of arms. The implementation of continuity through lines or shapes evokes that attention to detail in a minimal way. This minimal design also worked well when designed on the business cards conveying a premium feel.
The resulting visual system asserts itself as more minimal and premium without losing the brand's ethos. Working closely with Concept Carrelage sàrl ensured that the frames of the brand are established, the brand launching into another new future. Combining a minimal color palette with eye-catching geometric lines, we created a clear and practical visual system that could bring to the customer a sense of satisfaction.
