Estudo de Brand Research

Projeto SIAC n.º 47238 - INTERCER Relatório: Brand Research Promotor:

Co-financiado por :

Brand Research

Brand Research A informação pública disponível que serviu de base à nossa pesquisa, concernente às melhores práticas de gestão de marca e de comunicação adoptadas pelos players internacionais - países competidores - relevou-se escassa, e na maioria dos casos inexistente. Itália, Espanha e Turquia revelaram-se as excepções, por via da informação disponibilizada pelas respectivas associações sectoriais da indústria cerâmica.

Sentimos, por isso, necessidade de adensar e aprofundar o estudo alargando-o a empresas que pela sua dimensão e/ou relevância consideramos serem representativas do sector e por esta via analisar a identidade verbal e visual de cada uma, o posicionamento e os suportes utilizados para comunicar nos diferentes meios – associados aos diferentes touchpoints.

1 - Benchmarking

Melhores práticas gestão da marca e de comunicação Dos principais concorrentes de Portugal nos mercados internacionais Espanha e a Itália são aqueles que apresentam maior maturidade no que respeita à gestão da marca dedicada ao sector da cerâmica. Analisámos a forma como estes países comunicam as suas marcas.

Espanha A Associação Espanhola de Fabricantes de Azulejos e Pavimentos Cerâmicos criou a marca Tile of Spain que representa 125 empresas fabricantes de pavimentos e revestimentos cerâmicos.

A marca tem um propósito definido: apoiar as empresas Espanholas de produção de revestimentos e pavimentos cerâmicos através da promoção da marca internacionalmente.

O website institucional é o seu principal meio de comunicação e, entre outras funcionalidades, permite ao utilizador navegar através de um directório de consulta rápida, pela oferta das empresas espanholas. Neste directório são mostradas informações sobre o produto, dados do fabricante e contactos comerciais.

No seu site a marca ainda oferece formação direccionada a arquitectos e designers de interiores.

Numa das secções do site a marca partilha vídeos com entrevistas a empresas.

Melhores práticas gestão da marca e de comunicação A Tile of Spain publica anualmente um Digital Look Book onde exibe a oferta dos fabricantes espanhóis.

Entre os eventos organizados pela marca, destacamos a forte presença em feiras e o “Passport to Creativity”, que conta já com 10 edições, e que celebra a história da cerâmica Espanhola convidando um grupo de arquitectos, designers de interiores e jornalistas numa viagem por Espanha permitindo-lhes explorar o mundo da cerâmica Espanhola. Os participantes desfrutam da oportunidade de conhecer várias empresas, visitar locais históricos, vivenciar e compreender a cultura Espanhola.

Os participantes podem assim interagir directamente com os fabricantes e conhecer em primeira mão materiais que podem incorporar nos seus projectos.

No site, a marca tem um separador inteiramente dedicado à sustentabilidade onde essencialmente comunicam a sustentabilidade do produto em si.

A marca utiliza as seguintes plataformas de social media: Pinterest, Facebook, Instagram, Twitter e Youtube. A marca gere um blog e uma newsletter.

Melhores práticas gestão da marca e de comunicação Itália A Italian Association of Ceramics, criou a marca Ceramics of Italy para comunicar o sector internacionalmente.

Representa mais de 150 fabricantes que mediante autorização podem usar a marca, desde que seja em produtos de origem italiana de modo a aumentar o valor em termos de design, sustentabilidade e market appeal.

A marca associa-se aos arquitectos e designers italianos enaltecendo a sua liderança em termos criativos, em particular os seus esforços para ultrapassarem os limites e celebrarem o engenho humano.

Turquia A marca Turkish Ceramics, criada pelo Turkish Undersecretariat of the Ministry of Economy e a Central Anatolian Exporters Union e Turkish Ceramics Federation, tem como objectivo aumentar a notoriedade da qualidade da cerâmica Turca no mundo. A marca, que representa 30 empresas, leva a cabo diversas iniciativas para comunicar com a audiência global, desde a participação em feiras, organização de concursos de design, organizar exposições e missões empresariais.

A marca posiciona-se essencialmente em torno da ideia de legado, tradição e da história da cerâmica turca - the ‘land of ceramics’. O website institucional da marca permite navegar por um directório das empresas turcas de produção de cerâmica, consultar notícias e aceder a um blog. Para além da presença em feiras internacionais a marca realiza activações (eventos paralelos, instalações artísticas) em localizações centrais de cidades e estabelecer parcerias com nomes sonantes. A marca está presente nas seguintes plataforma de social media: Facebook, Twitter, Youtube, Vimeo, Google Plus, Pinterest, Instagram, LinkedIn.

Arquitectura das marcas As três marca não têm uma arquitectura de marca definida, pois não fazem uso de sub-marcas para os diferentes sub-setores e comportam-se como marcas umbrella.

A marca Tile of Spain está vocacionada para comunicar o sub-sector dos revestimentos e pavimentos cerâmicos, a marca Ceramics of Italy engloba todos os sectores (pese embora tenha um maior foco nos pavimentos e revestimentos cerâmicos) e, finalmente, a Turkish Ceramics mostra-se mais vocacionada para os revestimentos e pavimentos cerâmicos e louça sanitária.

Análise à identidade verbal e visual Identidade verbal Para além do nome da marca e da utilização de claims promocionais, nenhuma das marcas demonstra possuir uma identidade verbal coerente e consistente. Ou seja, nenhuma das marcas apresenta uma linguagem facilmente identificável e que traduza a personalidade da marca, os seus valores e o sue posicionamento. Podemos concluir que nenhuma das três marcas demonstra evidências objectivas de possuir uma brand voice.

As marcas utilizam claims (straplines e/ou taglines) numa lógica promocional e de campanha sem aparente ligação a qualquer fundamento estratégico.

Análise à identidade verbal Tile of Spain

Ceramics of Italy

Turkish Ceramics

A marca não evidencia a utilização de uma voz coerente e consistente, nem uma assinatura.

Usa copy, em formato XS, sem critério aparente. O que a marca escreve carece de autenticidade (poderia facilmente ser utilizado por um dos outros competidores):

A marca não evidencia a utilização de uma voz coerente e consistente nos seus diferentes touchpoints. Ainda assim a mensagem, por força do copy, reforça, sempre o posicionamento e as ideias que lhe estão associadas: criatividade, inovação, liderança tecnológica e sofisticação. Usa copy, em formato XS, sem critério aparente. O que a marca escreve carece de autenticidade (poderia facilmente ser utilizado por um dos outros competidores): O tom é eminentemente informativo e informativo, casual, smart.

A marca não demonstra possuir uma voz coerente e consistente aplicada nos diferentes touchpoints. Ainda assim, a assinatura da marca, “Discover the Potential” (que é utilizada pela marca made in Turkey), parece ser um convite para melhor conhecer a cerâmica turca e, talvez, desmistificar algumas ideias que estão associadas à mesma. A marca utiliza ainda um outro claim, “Turkish Ceramics - four elements, one inspiration”.

A narrativa da marca enaltece a utilização da cerâmica promovendo as suas características, e consequentemente, vantagens.

A marca enaltece a utilização da cerâmica promovendo as suas características, e consequentemente, vantagens.

“Crafting Innovation. Passion for design.”

“Live the color. Feel the texture. Embrace the technology. Specify today.”

O tom é eminentemente informativo e casual.

A narrativa da marca enaltece a utilização da cerâmica promovendo as suas características, e consequentemente, vantagens.

O tom é eminentemente informativo, conservador, profissional.

Análise à identidade visual Tile of Spain

A identidade visual da marca é logocêntrica.

Não encontrámos evidências da existência de elementos gráficos adicionais. O logótipo remete-nos para a bandeira Turca, pela utilização do vermelho e pela semelhança dos símbolos.

Ceramics of Italy

Turkish Ceramics

A identidade visual da marca é eminentemente logocêntrica, O sistema de marca não evidencia possuir um universo de elementos gráficos que se possam desdobrar pelas diferentes declinações. A marca utiliza as aspas presentes no logo O quadrado que compõe o logótipo remete para a forma geométrica dos produtos de revestimentos e pavimentos. A paleta cromática remete para as cores da bandeira italiana.

A identidade visual da marca é logocêntrica.

Não encontrámos evidências da existência de elementos gráficos adicionais. O logótipo é composto por dois quadrados que representam azulejos. Num deles é representado um símbolo, “~”, característico do alfabeto espanhol. A cor vermelha procura exprimir a paixão que está associada à posicionamento da marca Espanha.

Mapeamento do posicionamento Tile of Spain

Ceramics of Italy

O posicionamento da cerâmica espanhola está O posicionamento da cerâmica italiana está ancorado no preço e na dimensão do sector. alicerçado nas ideias de design, criatividade, estética e sofisticação.

Turkish Ceramics A cerâmica turca procura posiciona-se longe do preço, enfatizando a qualidade e o design.

2 - Identificação dos factores críticos de sucesso

Identificação dos factores críticos de sucesso Cerâmica Utilitária e Decorativa Relativamente aos Factores Críticos de Sucesso dos principais competidores identificámos os seguintes:

China Preço Volume Foco nas private label

Reino Unido Tradição Design Inovação Qualidade Marcas de fabricantes

Tailândia Preço Volume Foco nas private label

Alemanha Qualidade Tecnologia Design Marcas de fabricantes

Identificação dos factores críticos de sucesso Revestimentos e Pavimentos Cerâmicos Relativamente aos Factores Críticos de Sucesso dos principais competidores identificámos os seguintes:

Espanha Escala Preço Campanhas de promoção e divulgação Logística de distribuição Protecção do design

Itália Design Inovação Qualidade Nível de serviço Gestão da marca Tecnologia Associação ao posicionamento da marca Itália Campanhas de promoção e de divulgação Marcas próprias

Turquia Tecnologia Relação qualidade/ preço Tradição e história Reservas de matéria-prima Capacidade de produção elevada

No que concerne à estratégia de marca podemos constatar que apenas três países demonstram evidências da preocupação e consequente investimento na gestão da marca do seu sector: Itália; Espanha; Turquia

3 - Análise à componente verbal e visual dos competidores

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Purpose

Claims

Copy / Key messages / Tone

Observações

Mission statement from Marazzi USA

Marazzi is the ceramic tile industry's best known brand (…) it is universally recognised as synonymous with quality ceramic tiles, and symbolises the best of Italian style and manufacturing in the interior decoration and design sector.

“Marazzi was foundedin 1935 at Sassuolo, in what was to become the top international hub for the creation of state-of-the-art, high-end ceramic tiles, which has grown together with the company over the decades.”

Interview to architect Ariberto Colombo:

“Every day we purposefully strive to be socially responsible partners and deliver unrivaled customer satisfaction by supplying a variety of high-quality and sustainable products. Our products are created from the earth and we incorporate environmentally-friendly principles into our daily processes and practices.

We believe that our socially significant goals must be pursued concurrently with our business objectives. This is the core of our mission - to respect, restore, and protect the world around us.”

Marazzi has always made aesthetic research a strong point of its offering.

Indeed Marazzi was the first company to pick up on the need for ceramic tiles to become a furnishing and architectural feature, placing the responsibility for product creation in the hands of leading designers.

Marazzi has been responsible for the main technological, process and design innovations in the ceramic tile industry – some of which have become major milestones in the history of modern ceramics.

“An unfailing flair for research and experimentation, the ability to predict and respond to changes and developments in lifestyles, architecture and design, and the prioritization of the environment and sustainability.”

“A timeless material meets cutting-edge design”.

“A glossy finish and intentionally irregular surfaces evoke the sensations of handmade products” “Let the Marazzi collections inspire you; photos of modern, design or classical solutions. Choose the effect, room or colour that appeals to you most.”

FCS • Design - Partnerships with top names of fashion, architecture and and investing in internal research labs to study trends in various countries and develop exclusive products.

• R&D • Quality • Sustainability

“(…) Marazzi products have always allowed me to complete my projects without compromising my requirements for creativity, construction and budget; and the company also provides outstanding technical and commercial support during the design phase.”

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Other characteristics:

Componente Visual Graphic Universe

• •

Type as the main tool for communication Photo and video as additional material

Typography

•

O layout é bem definido e estruturado em todas as variedades de produto;

Bold, minimal, classic.

Same type on every medium: booklets, website, instagram

•

Apesar da estrutura ir alterando conforme a variedade de produto, a marca consegue através de um estilo assumidamente minimal e primário, ganhar destaque e ao mesmo tempo coesão entre as embalagens.

•

O carácter rudimentar destaca a componente humana da marca.

Color Schemes

Dominating: black and white Bolder colors for advertising: booklets, promotional video

Photography Tone

Others

Minimal Modern Artistic Luxurious

De acordo com as necessidades do produtos (plástico ou cartão)

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Purpose

Claims

Copy / Key messages / Tone

Observações

(…) mission is to provide interior designers, architects and the most demanding customers with ceramic solutions suitable for every destination of use, ensuring an aesthetic appeal that is in line with market needs and, at the same time, combine them with excellend technical performance.

We are a global partner in international design thanks to our superior ceramic solutions that are innovative in both style and technology. Our extensive range of porcelain surfaces for interiors, exteriors, and ceramic decorative tiles meets all the needs of designers and end users all over the world.

Ceramic excellence.

https://www.youtube.com/embed/xeLcg9lUamI? rel=0&autoplay=1

Our company has always been an ideal partner for customers and designers seeking superior porcelain floor tiles and ceramic wall tiles that can meet every requirement of contemporary architecture. Continuous innovation, technological research, Italian style, international outlook, social and environmental responsibility: these are the values that have always guided us towards the greatest achievement, the next one.

A special partnership with design in partnership with design Atlas Concorde has established partnerships with leading voices of international design like Lissoni & Partners, which was asked to interpret some About product: innovative and particularly prestigious ceramic Marvel Shine expands the range of Atlas Concorde marble-effect surfaces with new collections and to participate in the design of our sources of inspiration: four fine white marbles traditionally used in Italian flagship store in Milan, in the Brera Design District. monuments and reproduced with extreme precision and surprising realism. All the appeal of marble is thus combined with the technical performance of ceramic tiles, for decorating walls and floors with pure colors and natural veins. A complete collection for porcelain tile floors and coordinated white body wall tiles that allows you to use the marble effect in any interior design, giving each room an elegant, refined touch.

The strong affinity between Atlas Concorde and the world of international design and architecture is reflected in a catalog of high-end porcelain surfaces for every type of technical and stylistic application of floor and wall tiles in public, commercial, and hospitality buildings. We offer original ceramic solutions for all spaces, drawing inspiration from marble, natural stone, concrete, and wood, as well as tailor-made consulting services.

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Other characteristics:

Componente Visual Graphic Universe

• •

Main communication tools: type and photography Accentuating details

Typography

•

O layout é bem definido e estruturado em todas as variedades de produto;

Minimal Classic

•

Apesar da estrutura ir alterando conforme a variedade de produto, a marca consegue através de um estilo assumidamente minimal e primário, ganhar destaque e ao mesmo tempo coesão entre as embalagens.

•

O carácter rudimentar destaca a componente humana da marca.

Color Schemes

Dominant: red, white, black

Photography Tone

Others

Minimal Modern

De acordo com as necessidades do produtos (plástico ou cartão)

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Purpose

Claims

Copy / Key messages / Tone

Observações

(…) Iris Ceramica has focused on the primary goals of protecting the environment, preventing pollution, complying with legislation, defining a reference framework for establishing goals and achieving milestones for improvement that are unique in the world.

The Beauty of Italian Ceramics for Every Style From an essential look to a look more sophisticated, find your tailor-made solution to decorate your house and your work environments. Discover our product collections through our four worlds of reference: floor and wall coverings, decorations and special pieces.

“Innovation becomes not merely an aim but the underlying motor of a new strategy, a unifying principle that brings together the most change-oriented forces both inside and outside firms. New lifestyles demand new products. Fresh priorities, such as those of the environment inside and outside homes, offices and public buildings, lead to the updating of the models for use of materials.”

One of the cornerstones of Iris Ceramica’s philosophy is to follow the dictates of sustainable architecture, to produce stunning, high-tech ceramics that meet e co-building legal requirements. Man’s survival first of all, and then his wellbeing, depend on his protection of the environment, and ultimately therefore, of himself. The contrary would be senseless.

Sustainability means Progress

Respect for the environment is a result of the great value Iris Ceramica has always recognised in the land where it is based: a land rich in clays and home to a tradition of working with ceramics which dates back thousands of years, as demonstrated by remains of kilns from Republican Rome. Ceramic is in fact a natural product, a combination of earth and fire, a human creation which marries, protects and draws on the vital elements that surround us.

Technological innovation is an attempt to improve quality of life in order to guarantee a future “on a human scale”. Artistic talent serves the beauty of nature as well as serving humanity. Because beauty is always sustainable.

Our vision of everyday objects includes a more natural dimension. Our aim is to develop lifeenhancing technological innovation, in order to guarantee a people-friendly future. Man’s artistic genius at the service of nature’s beauty. Artistic genius at the service of man.

Within the perspective of ethical design, one issue that is strongly linked to sustainability in industrial manufacturingis recycling. Recycling also represents a means of establishing truly unique objects and exclusive brands. Iris Ceramica has always equipped its plants with cuttingedge pollution prevention devices, and has even patented its own automatic recycling plant for the water used in its manufacturing processes.

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Componente Visual Graphic Universe

Typography Not consistent Mixture of sans serif and serif

•

Main communication tools: type and photography

Color Schemes

Dominant: black, white, grey Earthy tones

Photography Tone

Others

Minimal User friendly

Engaging with the customer (instagram stories inviting to have a dialogue)

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Purpose

Design is our passion

Claims

Six brands, all different. Each with a specific personality and precise target, but Defining style through a relentless all united by the same vocation for beauty research for invention, to reveal an and a single tagline: DESIGN IS OUR expressivity that knows no boundaries.

PASSION. The creation of a unique language, shaped Florim is responsible for the individual around 5 words… brands with regard to technical quality, attention to detail, innovation and C for Culture - Curators of environmental awareness. Then each knowledge, cultivated through creative brand interprets materials with a specific dialogues and exchange of experiences. philosophy that is expressed in every new collection.

E for Ethics - The responsibility to protect our environment, work together to shape our future.

D for Design - Investing in research, the most sublime form of knowledge. To be the architects of innovation, protagonists of a process that takes us ever onward.

I for Identity - 1947: the legacy begins.

Timeless values, and ever evolving artistry, reveals the unique identity. A living heritage that surrounds us today.

T for Talent - The Italian art of making.

Through imagination, through passion, through life…

Copy / Key messages / Tone

Observações

“The culture of beauty, art, architecture and design are part of CEDIT’s DNA.”

https://www.youtube.com/watch? v=5ewekZ96KLk&t=99s

“Today and of the years to come, CEDIT regains and relaunches its aptitude to collaborate with names of major relevance on the contemporary creative scene, giving rise to a range of ceramic collections designed by Italian creatives, each defined by an original stylistic hallmark.”

ANALISAR O QUE DIZ CADA MARCA DO GRUPO

https://www.youtube.com/watch?v=nYJaoOxI7H8

CERIM https://www.florim.com/en/cerim/

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Other characteristics:

Componente Visual Graphic Universe

Typography Main typography minimal & classic Additional - bold and modern

• •

Main communication tool: typography Additional communication: abstract, minimal graphic compositions

•

O layout é bem definido e estruturado em todas as variedades de produto;

•

Apesar da estrutura ir alterando conforme a variedade de produto, a marca consegue através de um estilo assumidamente minimal e primário, ganhar destaque e ao mesmo tempo coesão entre as embalagens.

•

O carácter rudimentar destaca a componente humana da marca.

Color Schemes

Black, white, earthy tones

Photography Tone

Others

Minimal Modern Luxurious

De acordo com as necessidades do produtos (plástico ou cartão)

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Purpose

Claims

Panariagroup’s mission statement is about growing and creating well-being in harmony with the people and the environment, with openness, passion and love for our work.

“Panariagroup Industrie Ceramiche S.p.A. is a multinational Italian group, worldwide leader in the production and distribution of ceramic tiles for floors and walls.”

Copy / Key messages / Tone

Each year, the Panariagroup invests heavily in plant refurbishment, plant expansion and the implementation of cutting-edge technologies in new production lines.

Great attention is also constantly paid to the search for excellent raw materials and, as always, new surface applications. Innovation, for the Group, is an absolute dogma.

This is demonstrated by the ability to see further and invest in state-of-the-art “Specialised in the production of porcelain technologies such as laminated porcelain stoneware. and laminated stoneware, the group has focused on the top level and luxury segments of the market (…)”

The Group has a strong focus on research and innovation, and is resolute to satisfy the highest expectations in the fields of general well-being and of aesthetics, both for professional and private customers, in architecture or in the construction industry.

LAMINATED PORCELAIN Panariagroup is the leader in the production of laminated porcelain stoneware, a revolutionary product manufactured with an extremely innovative system, derived from very advanced technologies and guaranteeing high performances.

Observações

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Other characteristics:

Componente Visual Graphic Universe

• •

Not much graphic universe Main communication tools type and photography

Typography

•

O layout é bem definido e estruturado em todas as variedades de produto;

Classic Plain

•

Apesar da estrutura ir alterando conforme a variedade de produto, a marca consegue através de um estilo assumidamente minimal e primário, ganhar destaque e ao mesmo tempo coesão entre as embalagens.

•

O carácter rudimentar destaca a componente humana da marca.

Color Schemes

Blue, black, white, grey

Photography Tone

Others

Corporate

De acordo com as necessidades do produtos (plástico ou cartão)

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Purpose

Claims

Copy / Key messages / Tone

Observações

Create innovative and environmentfriendly solutions for the creation of coatings, floors and coatings capable of responding to any creative and technological requirement of the world of architecture and design.

Pave your way.

“Brick effect porcelain stoneware tiles.”

“Warm, enveloping shades in porcelain stoneware.”

“The natural charm of stone, in porcelain stoneware

https://www.casalgrandepadana.com/en/video/#

Casalgrande Padana has been manufacturing cutting-edge ceramic tiles for 60 years: innovative and environment-friendly solutions for the creation of coatings, floors and coatings capable of responding to any creative and technological requirement of the world of architecture and design.

“Ceramic slabs the tools of those who give shape to beauty” Casalgrande Padana adopts an industrial policy that is powerfully focussed on technological innovation and environmental sustainability. The Company is intensively engaged in research and experimentation for continuous product improvement in terms of appearance and performance. All its manufacturing, research and innovation take place in 100% Italian-based plants and laboratories.

100% made in Italy Solutions, not products.

Every stage in the process is constantly monitored (…) evidence of the Company’s efforts to improve its manufacturing processes and pursue the highest standards ever.

Entirely made of natural raw materials, Casalgrande Padana’s stoneware is manufactured through a closed-circuit process that stands out for an extremely low environmental impact. The Company’s ceramic products go far beyond the usual products you can find on the market, as they are fit for any purpose or type of building. (…) Casalgrande Padana is not just a supplier, it gives pride of place to service and design consulting, with the highest executive and architectural standards in mind. (…) a wide range of architectural uses.

Manufacturing cutting-edge ceramic products in a perfect balance between ecosustainability, environmental protection, technological advancement, economic growth and social responsibility is deeply ingrained in Casalgrande Padana’s DNA. (…) every processing step is driven by the pursuit of the highest standards, using ultimately sustainability-oriented industrial plans and environmental and energy procedures. Being ‘green’ sounds to trite and commonplace nowadays; that’s why Casalgrande decided to do much more than that.

“Our skills to serve your ideias”

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Other characteristics:

Componente Visual Graphic Universe

• •

Main communication tool: typography Additional communication: iconography system for social media

Typography

•

O layout é bem definido e estruturado em todas as variedades de produto;

Simple Classic

•

Apesar da estrutura ir alterando conforme a variedade de produto, a marca consegue através de um estilo assumidamente minimal e primário, ganhar destaque e ao mesmo tempo coesão entre as embalagens.

•

O carácter rudimentar destaca a componente humana da marca.

Color Schemes

Main colors: red, white

Photography Tone

Others

Modern Cold

De acordo com as necessidades do produtos (plástico ou cartão)

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Purpose

Claims

Copy / Key messages / Tone

Observações

The modern-day company - a dynamic industrial centre and benchmark for quality ceramics, symbol of Made in Italy around the world and a global player in the industry. Cooperativa Ceramica d’Imola operates on the market with three separate trading brands: Imola, LaFaenza and Leonardo.

““Tiles are boring. Enjoy your life: Every day through our collections we celebrate life, friendship and love. Because what matters is being happy and sharing special moments with the people we love.

The new campaign is now online. It tells new unique and original situations of our daily life, that talk about us and our life. Because Tiles are boring, Enjoy your life.”

https://www.youtube.com/watch? time_continue=38&v=z65fTaaJzPI

We offer everyone the chance to make their dreams come true.

“For people who have just bought a home.

For people who know how they want to decorate it and want that to be the end result.

For people who have just opened a business.

For people who love saying “I did it!”

For people who love things that are beautiful, practical and long-lasting.

For people who make plans.”

“Configure your space in one click.

Try now!.

Do you want to create and customize your space in 3 simple steps? 1. Take a photo Tiles full of life. of your environment. 2. Upload the photo to 'Upload My Room'. 3. Help yourself Vital, warm and contemporary, Imola has a with filters to find the product you want most and view your personalized space. A solid and durable product to satisfy any surprising and immediate result! Try now.” need for style.

Made in Imola means made with The close relationship between nature, with its extraordinary raw materials and our passion. human capacity to combine them into ever-new creations has turned concrete into For 147 years. a high impact solution with a vast appeal. This is why, today, Imola is experimenting with new styles of this material for contemporary design projects.

The thing that sets us apart is our ability to create products the improve your day.

“I tile U”

Thanks to our collections, you can celebrate your passions, your life, your desire to be happy and share special moments with the people you love every day. We decorate spaces and create environments and situations that make your moments special.

https://www.youtube.com/watch? v=ZYCxYCkK9vw&t=45s

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Componente Visual Graphic Universe

Typography Modern Minimal

• • • • •

Main communication tool: typography and images Complimentary minimal graphic shapes Simple animation for website elements Iconography for web Minimalistic approach

Color Schemes

Yellow, black, white

Photography Tone

Others

Casual Relatable

De acordo com as necessidades do produtos (plástico ou cartão)

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Purpose

Claims

LaFaenza is dedicated to the design of We tile. interiors in both residential and small to You style. medium-sized retail settings. The brand expresses a modern, refined, sophisticated and distinctive style with the care and knowhow of our ceramic tradition.

Copy / Key messages / Tone

We tile. You style.

Your identity. Release your inner self. Express who you are. Free to combine collections in the way you want. Our ceramics. Your style. A brand to express yourself, through your home, your shop, your business. #expressyourself Portraits of style.

EVERY SPACE REFLECTS THE IDENTITY OF THOSE WHO CREATE, LOVE AND LIVE IT. EVERY ENVIRONMENT HAS A NAME. THE NAME OF THE PERSON WHO FIRST IMAGINED AND THEN CREATED IT. Quite another story, our story.

More than 145 years of beauty, creativity and excellent quality. A priceless heritage accumulated over the years on this unique journey, with the utmost respect for workplaces and the people who labour in them every day, driven by a passion and desire for progress.

Observações

47

Componente Visual Graphic Universe

Typography Minimal Occasional combinations with cursive and handwritten type

•

Main communication tools: text and images

Color Schemes

Black, white, turquoise, grey

Photography Tone

Others

Minimalistic Modern

De acordo com as necessidades do produtos (plástico ou cartão)

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Purpose

Claims

Leonardo is a brand that designs EVOLUTIONS TILE advanced ceramic solutions which Build to last - Beyond space. Beyond time. continually push back technical frontiers. Beyond style.

It develops innovative high performance production processes that meet the needs of its customers who are hard-toplease professionals constantly on the lookout for the right balance between style and performance. And Leonardo wins every time as it knows how to make the impossible possible.

Copy / Key messages / Tone

CHANGE YOUR PERSPECTIVE MATTER + BRAIN 100% GUARANTEED IN SPACE IN TIME IN STYLE AN ESSENTIAL CREATIVE PRODUCT METICULOUS, RELIABLE QUALITY RIGOROUS CONCEPT AND EXECUTION PRACTICAL DESIGN MADE IN ITALY KNOWHOW A CHOICE THAT MAKES THE DIFFERENCE BUILT TO LAST LEONARDO.

BUILT TO LAST A balance of style and performance. The perfect synthesis of beauty built to last.

Exceeding the limits of what is possible today in order to last beyond time and physical space. We do this to create your projects in the best way possible.

100% GUARANTEED Leonardo is amplifying its range with high Performance products. 100% guaranteed means that all products are certified in style, place and time as they are created exclusively from a mixture of prime noble materials and can be used anywhere and substantially forever. 100% guaranteed means that all natural and LLL – honed, polished, resplendent – version products can be restored to eliminate any surface marks that may have been generated by years of foot traffic.

Observações

52

Componente Visual Graphic Universe

Typography Modern Minimal Bold

• • • • •

Minimalistic approach Main communication tools: text and image Additional communication: animation Iconography on website Image overlay

Color Schemes

Black, white, grey

Photography Tone

Others

Minimalistic Modern

De acordo com as necessidades do produtos (plástico ou cartão)

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Purpose

Italcergroup operates in the ceramic sector, manufacturing high-quality outdoor and indoor ceramic products, with a focus on high-end residential and non residential ceramic tiles, and luxury bathroom furnishing.

Claims

Copy / Key messages / Tone

Observações

57

Componente Visual Graphic Universe

Typography Modern Sans serif

• • • • •

Illustration Animation Photography Text Iconography

Photography Tone Modern Minimal Clean

Color Schemes Not defined Each project with a different colour scheme

Others

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59

60

61

62

63

64

Componente Visual Graphic Universe

Typography Combination of sans and serif typefaces Classic

•

Main communication tools: text, image, colour

Color Schemes

Variety of earthy tone colours

Photography Tone

Others

Impersonal Modern

De acordo com as necessidades do produtos (plástico ou cartão)

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66

67

Purpose

Claims

Copy / Key messages / Tone

EQUIPE ‘s vision is to be the leading company in the sector of small format, providing added value with a high design load, a real commitment to client and transparency, proximity and flexibility that make EQUIPE to be a company tailored to their times and constantly evolving.

Sall tiles, big design

“Because we design just products that we would choose for ourselves”

Equipe Cerámicas, the reference in the small format sector.

“Quality - All our wall tiles and floorings are produced under a strict control to guarantee a competitive and avant-garde product of high quality.”

(…) it’s currently the leading company in the sector of small format floor and wall tiles.

“Variety - Always attentive to trends in Equipe have a wide variety of products, finishes and formats for all types of projects.”

“Small formats - We remain faithful to our origins and we are committed to the small format, constantly reinventing ourselves to be leaders in our sector.”

Equipe additional value is based in a product with an excellent design and high quality, a real compromise with the clients, “Founded in 1999, it was created to satisfy the demands of a growing market niche and transparency, closeness and that opted for decorative borders, now we are the company of reference worldwide flexibility. That makes Equipe a company in the market of small wall and floor tiles format.” adapted to the new changes and in a progressive pursue of improvement.

Observações

68

Other characteristics:

Componente Visual Graphic Universe

• •

Wide range communication through text, photography, 3d renders and animations Engaging social media communication

Typography

•

A coherent and clean look on web, social media and print.

Bold Miniamal Modern

•

Modern and high quality video/ animation material.

Color Schemes

Black and white as the main colours

Photography Tone

Others

Modern Minimalistic Clean

De acordo com as necessidades do produtos (plástico ou cartão)

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71

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Purpose

Claims

Copy / Key messages / Tone

Produce versatile collections able to satisfy contemporary design requests, to propose a wide range of siz-es, colors and surfaces. Delete the boundaries of our spaces by offering products that blend vertical and horizontal surfaces, which allow you to move outside ensuring the slipperiness and resistance requirements necessary in the outside world. Keep the ceramic product constantly in step with the world of design

Watch the reality to develop a style that may positively influence the environments in which we live.

Perception, value and passion are our leading dogma to obtain this result.

Creativity, research and an accurate analysis of the detail, as essential accessories to best express a new concept that BOTTEGA highlights through a sophisticated simplicity.

“Dedicated to you” “Versatility of stoneware - BOTTEGA looks at the ceramic element with a careful and innovative eye, devising and developing new colours and textures that will blend harmoniously with the most innovative architectural choices.”

“Surfaces, colors, environments - The renaissance of a style devoted to details” “Refined simplicity - Creativity, research and detail value” “Focus on versatility of stoneware”

Style, creativity, production technology and quality for a ceramic conceived, developed and produced in Italy.

Loves the environment.

“Watch the reality to develop a style that may positively influence the environments in which we live.Perception, value and passion are our leading dogma to obtain this result. Creativity, research and anaccurate analysis of the detail, as essential accessories to best express a new concept that Bottegahighlights through a sophisticated simplicity.”

It is proposed as a high-end alter-native in the production of floors and walls ceramic porcelain stoneware. Research and aesthetic taste com-bined with attention to detail make Bottega products an excellence in the Italian ceramic sector. The most modern production technologies blend with complex laboratory techniques, for an original and exclusive result.

Observações

75

Componente Visual Graphic Universe

Typography Minimal Sans serif

• •

Main communication through photography and images Additional communication: video

Color Schemes

Gold as the main color of the identity Additional colours: shades of gold and brown

Photography Tone

Others

Personal Warm Bright Modern Minimal Feminine

De acordo com as necessidades do produtos (plástico ou cartão)

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80

Purpose

Claims

Copy / Key messages / Tone

Observações

La Fabbrica S.p.A. produces and markets high-end flooring and coverings in Italian ceramics

Civilization of beauty

EXCELLENT COMBINATION BETWEEN TRADITION AND INNOVATION

La Fabbrica SpA is proud of the research&development department that internally designs every single element of the ceramic tiles and slabs, from simple tile to the most refined decorations, from textures to innovative designs unique in the ceramic sector, thus guaranteeing the unparalleled qualities of the Italian products.The research&development department employs five internal researchers who collaborate with the most renowned ceramic design studios. Together with the marketing departement of La Fabbrica, the research and development has made important collaborations with world-renowned architects and designers such as the architectural studio of Massimo Iosa Ghini and the designers Doriana and Massimiliano Fuksas.

Thanks to the La Fabbrica brand, the company offers exclusive and cutting-edge products in technology and design: the latest generation of production systems create aesthetically refined collections, which are also available in both large sizes up to 80x180 and small 20x20.The LA FABBRICA collections are also available for indoor and outdoor use in different thicknesses and suitable for both home and commercial environments.

81

Componente Visual Graphic Universe

Typography Minimal Sans serif

•

Main communication through text and images Minimalistic approach

Color Schemes

Grey tones

Photography Tone

Others

Minimalistic Modern Impersonal

De acordo com as necessidades do produtos (plástico ou cartão)

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Purpose

Claims

Copy / Key messages / Tone

Production and marketing of high-end Italian ceramic floor and wall tiles.

AVA meets the need in contemporary architecture to create ever more ambitious projects, with its innovative porcelain stoneware solutions that change the way inte-riors and exteriors are designed. The extra-large (320x160 cm) slabs offer a material that can be used across the board, in any area, to create ori-ginal, different and stylish designs, from the floor to the walls and even doors, furniture, kitchen tops (with the 12 mm thick slabs) and cabinet doors and other special projects.

Extraordinarysize.

THE ORIGIN OF THIS LINE LIES IN THE TILE, WHICH IS THE LARGEST EVER TO BE MADE WORLDWIDE. The evolution lies in the engineering, the creativity, and the versatility, which combine to give life to the most ambitious of designs.

EXTRALIGHT The slabs are easy to move and handle as they are only 6 mm thick, ensuring lightness despite their large size.

EXTRASIZE Many sizes, from the largest on the market in 320x160 cm (6 mm thickness) and 324x163 cm (12 mm thickness), up to the more traditional 60x60 cm (10 mm thickness), for a complete and versatile project.

EXTRASTYLISH The ceramic design interprets different inspirations, ensuring maximum aesthetic appeal in any type of environment and giving each its own style.

EXTRADIFFERENT The Inkjet ceramic technology allows for any collection and colour, a high number of different graphics, for an aesthetic effect of the flooring and cladding that is always varied and never repetitive.

EXTRATAILORED It is from large formats that cuts and shapes of all sizes are created, tailor-made to offer new compositional opportunities and to expand the areas of use of the slabs: from floors to vertical walls, furniture, tables, worktops, doors and the interiors of yachts and cruise ships.

Observações

88

Componente Visual Graphic Universe

Typography Manual, bold, gráfica e expressiva.

•

Same website as fabrica

Color Schemes

Contida; com recurso a uma cor de base com a informação a preto ou branco.

Photography Tone

Others

Minimalista Naive Manual

De acordo com as necessidades do produtos (plástico ou cartão)

89

Purpose

Claims

Copy / Key messages / Tone

Since 1968 Elios Ceramica has been creating ceramic surfaces ranging from traditional small majolica tiles to 100×100 cm porcelain slabs decorated using highdefinition digital technology.

Skill, dedication, creativity and a special sense for materials: these are the values that make Elios Ceramica’s collections unique.

Principles that make every single tile the perfect expression of Italy’s great tradition of ceramics.

Elios is: Tradition and history Details and finishes made with handcrafted care Creativity, design, innovation Innovative ADVANCE® ceramic for floors and walls Details and finishes made with handcrafted care

The small sizes that made us great: a summary of the history and culture of ceramics Materials, value, emotions: our products feature unique, distinctive notes.

Style and personality to make your space unique.

Care and attention to little details are combined with creativity and the determination to create original new surfaces, blending surfaces and colours in unique materials.

Elios has been creating ceramic Style, passion and materials join forces with the latest new technologies to create collections since 1968: behind every tile is places for living all the value of the culture of ceramics.

Ongoing research to guarantee high-performing, safe materials and technologies

Observações

90

Other characteristics:

Componente Visual Graphic Universe

•

•

Recorre a ilustrações de carácter minimal e de aspecto assumidamente rudimentar e imediato (pouco pormenor e detalhe).

Grande destaque tipográfico nas mensagens verbais.

Typography

•

O layout é bem definido e estruturado em todas as variedades de produto;

Minimal Classic Sans serif

•

Apesar da estrutura ir alterando conforme a variedade de produto, a marca consegue através de um estilo assumidamente minimal e primário, ganhar destaque e ao mesmo tempo coesão entre as embalagens.

•

O carácter rudimentar destaca a componente humana da marca.

Color Schemes

Dark blue Earthy tones: shades of blue, green and rose

Photography Tone

Others

Modern

De acordo com as necessidades do produtos (plástico ou cartão)

91

92

93

94

Purpose

Projects for a different mode of living

Claims

Copy / Key messages / Tone

We design surfaces to bring your dreams to life, to accompany an ever more aware and tailored emotional mode of living, where quality, experience and technology come together to create new forms of shared beauty.

The aesthetic and technological innovation of Del Conca's ceramic surfaces offers the possibility of creating custom-made spaces according to a shared aesthetic that aims to stand out.

Advanced design for evolving tiling - Sensitivity to change and developing technology leads us to constantly hone our research, exploring new standards in design aesthetics and performance to get the most out of the specific features offered by ceramics. (…) stylish mood board to inspire continuously evolving ceramic solutions, based on a constant study of trends and of everyday living.

Research and experimentation, an indissoluble combination that reveals a dynamic and always innovative design vision.

Resourcefulness and an international spirit Attention, sensitivity, and intelligence allow us to remain faithful to the art of ceramic tile-making, as we work with care to craft products and services with the utmost quality.

An open vision on the evolution of contemporary design allows the development of superior quality ceramic surfaces, authoritative testimony of a Made in Italy culture.

An innovative production system, with specific systems for the different product lines, allows the creation of porcelain stoneware with very high-definition graphics, resistant to wear, to chemical agents and easy to clean, also suitable for environments exposed to extreme external stresses.

Observações

95

Componente Visual Graphic Universe

Typography Minimal Classic Sans serif

• •

Main communication through text and image Additional video material

Color Schemes

Shades of blue and brown

Photography Tone

Others

Modern Impersonal

De acordo com as necessidades do produtos (plástico ou cartão)

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97

98

99

Purpose

Claims

Copy / Key messages / Tone

Projects for a different mode of living

Ceramica Faetano creates ceramic We design surfaces to bring your dreams to life, to accompany an ever more aware surfaces with an original design of strong and tailored emotional mode of living, where quality, experience and technology decorative impact, applying all its curiosity come together to create new forms of shared beauty. and versatility to new ceramic visions.

The aesthetic and technological innovation of Del Conca's ceramic surfaces offers the possibility of creating custom-made spaces according to a shared aesthetic that aims to stand out. Ceramica del Conca S.p.a. was founded in 1979, based on experience in the construction sector in Italy and abroad. At the time, it was new to the world of ceramic tiles but had a great interest in technological development and design and was aligned with growing market expectations. It was one of the first companies in the ceramic tile industry to believe in glazed single-fired white body stoneware, and at times of general technical uncertainty, it was also one of the first to adopt the porcelain stoneware technology, making brave and valid production choices. Following major investments in recent years, the company can now satisfy all the aesthetic, quality and design requirements with its modern product lines.

The artistic vision of ceramic - (…) Specialising in the production of small-format ceramic products, Ceramica Faetano has constantly developed new technologies, ranging from double-fired to single-fired and porcelain stoneware production, maintaining the aesthetic peculiarities of its artistic heritage totally unchanged.

Versatile products for continuous research - Animated by an unstoppable freedom of experimentation and by a desire to always offer new solutions, Ceramica Faetano collaborates with contemporary authors from the world of art and design to create new and surprising projects.

A tradition with a contemporary taste - Strengthened by a culture that has its roots in a long local tradition, belonging to the San Marino territory, Ceramica Faetano continues to create ceramic surfaces with a particular originality and autonomy, rediscovering -in a contemporary style- the details of precious handcrafted products and a passion for "creating ceramic" that borders on art.

Observações

100

Other characteristics:

Componente Visual Graphic Universe

•

•

Recorre a ilustrações de carácter minimal e de aspecto assumidamente rudimentar e imediato (pouco pormenor e detalhe).

Grande destaque tipográfico nas mensagens verbais.

Typography

•

O layout é bem definido e estruturado em todas as variedades de produto;

Manual, bold, gráfica e expressiva.

•

Apesar da estrutura ir alterando conforme a variedade de produto, a marca consegue através de um estilo assumidamente minimal e primário, ganhar destaque e ao mesmo tempo coesão entre as embalagens.

•

O carácter rudimentar destaca a componente humana da marca.

Color Schemes

Contida; com recurso a uma cor de base com a informação a preto ou branco.

Photography Tone

Others

Minimalista Naive Manual

De acordo com as necessidades do produtos (plástico ou cartão)

101

Other characteristics:

Componente Visual Graphic Universe

Typography Not very coherent, Introduces various different type styles: Condensed, wide, light, bold.

Changes in character styles.

•

Main communication through typography and images.

Color Schemes

Main colors: red and white

Photography Tone

Others

Not very coherent, changes between modern and cold to personal and warm.

De acordo com as necessidades do produtos (plástico ou cartão)

•

Different and fresh approach to exhibition design: introducing interactivity.

102

103

104

105

Other characteristics:

Componente Visual Graphic Universe

Typography Minimal Modern Combinations of light and bold type.

•

Main communication through typography and images.

Color Schemes

Gold, dark blue, beige

Photography Tone

Rich Modern

Others

De acordo com as necessidades do produtos (plástico ou cartão)

•

Fun image collages showcasing the ceramic tiles and its equivalent in nature.

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107

108

109

Componente Visual Graphic Universe

Typography Classic Use of condensed type

• •

Main communication through typography and images.

Additional communication: video Abstract graphic compositions for social media

Color Schemes

black, white, grey

Photography Tone

Others

Rich Modern

Funny, friendly yet clean and minimal video production

110

111

112

113

114

Componente Visual Graphic Universe

Typography Classic

• • •

Main communication through typography and images.

Not a lot of coherence in the communication on social media Use of minimalistic graphic elements

Color Schemes

Use of earthy tone palette

Photography Tone

Modern Bright

Others

Attention to worldly problems in the communication Use of solid color overlay with a 50% opacity

115

116

117

118

Componente Visual Graphic Universe

Typography Inconsistent Different typeface for different ads, posts, etc.

• •

Main communication through typography and images.

Iconography for social media stories

Color Schemes

white, beige

Photography Tone

Others

Inconsistent Mix of elegant and modern photography with familiar, everyday images

Attention to worldly problems in the communication Use of solid color overlay with a 50% opacity

119

120

121

122

Componente Visual Graphic Universe

Typography Minimal Modern

• •

Main communication through typography and images.

Iconography for social media stories

Color Schemes

Yellow, black

Photography Tone

Others

Inconsistent Mix of elegant and modern photography with familiar, everyday images

No links to social media or other websites

123

124

125

Componente Visual Graphic Universe

Typography Simple Minimal

• •

Main communication through typography and images.

Iconography for social media stories and website

Color Schemes

Black, white, grey

Photography Tone

Mix of modern photography with familiar, warm images

Others

126

127

128

129

130

Componente Visual Graphic Universe

Typography Simple Minimal

• •

Main communication through typography and images.

Color coding the collections

Color Schemes

Not consistent

Photography Tone

Mix of modern photography with employee images

Others

131

132

133

134

135

Componente Visual Graphic Universe

Typography Inconsistent

• •

Main communication through typography and images.

Inconsistent: different images, different typography

Color Schemes

Not consistent

Photography Tone

Inconsistent

Others

136

137

138

Componente Visual Graphic Universe

Typography Inconsistent Mostly classic sans serif

•

Main communication through typography and images.

Color Schemes

•

Not consistent

Photography Tone

Poor quality Inconsistent

Others

139

140

141

142

Componente Visual Graphic Universe

• • • • • •

Communication through image and text additional videos Simple animations Secondary project : Tile of Spain awards Abstract, minimal graphic elements Color coding

Typography Classic Modern Sans serif Minimal Combinations with serif type

Color Schemes

Red and white

Photography Tone

Others

Modern Impersonal Luxurious

Fun and familiar video advertisements, showcasing durability and functionality of the ceramic tiles. Use of bright friendly colours.

143

144

145

146

147

148

149

150

Componente Visual Graphic Universe

Typography Modern Sans serif Minimal

• • •

Communication through image and text 3D renders Simple geometrical shapes to compliment text

Color Schemes

Black, white

Photography Tone

Modern Warmn Luxurious Clean

Others

151

152

153

154

Componente Visual Graphic Universe

Typography Modern Minimal Serif font, which creates a fashionable look Mix with sans serif to keep it minimal and straightforward

• •

Communication through image and text Inspirational video: personal, attention to detail, clean, warm, uplifting, connection to the nature

Color Schemes

Black, white, grey

Photography Tone

Modern Clean Minimal

Others

155

156

157

158

159

160

161

162

163

Componente Visual Graphic Universe

Typography Modern Minimal

• • •

Communication through image and text Video Graphic elements and icons for instagram

Color Schemes

Red and white as the main identity colours

Photography Tone

Others

Modern Clean Bright More personal

A well made, inspirational, modern, mystical video with a strong concept and a touch of 3d effects.

164

165

166

167

168

Componente Visual Graphic Universe

• •

Communication through image and text Strong minimalistic approach

Typography Modern Minimal Clean Sans serif for web Serif for instagram posts

Color Schemes

Red black and white

Photography Tone

Modern Clean Bright More personal

Others

169

170

171

172

173

Componente Visual Graphic Universe

Typography Modern Minimal Clean

• • •

Communication through image and text Combining images with 3d drawings Minimalistic icons for instagram

Color Schemes

Grey, black and white

Photography Tone

Modern

Others

178

Componente Visual Graphic Universe

Typography Modern Minimal Clean

•

Communication through image, text, video

•

Color Schemes

Grey, black and white

Photography Tone Modern Minimal Inspired by nature Artistic closeups/detail shots

Others

179

180

181

182

183

184

185

Componente Visual Graphic Universe

Typography Classic Minimal Sans Serif

• •

Main communication through image Additional use of video and text

Color Schemes

Black, white

Photography Tone

Modern Minimal Clean

Others

Video advertisement focusing on detail and close up shots, showcasing functionality and durability of the product.

Friendly and family oriented.

186

187

188

189

190

Componente Visual Graphic Universe

• • • • • • •

A variety of commuication tools Text Image Illustration Iconography 3d renders Print Video Collages

Typography Modern Minimal Mix of serif for headlines + sans serif for additional texts

Color Schemes

Black, white as the main identity colours

Photography Tone

Others

Modern Minimal Clean Bright Artistic High quality

Well made video advertisements, emotional and inspirational, focus on nature and closeups/details.

Use of interactivity on the web and on digital catalogues.

Minimalistic approach for layouts

191

192

193

194

195

196

197

198

Componente Visual Graphic Universe

Typography Modern Minimal Mix of serif for headlines + sans serif for additional texts

• • •

Image Text Video

Color Schemes

Black, white as the main identity colours

Photography Tone

Others

Modern Minimal Clean Bright Artistic High quality

Well made video advertisements, emotional and inspirational, focus on nature and closeups/details.

Use of interactivity on the web and on digital catalogues.

Minimalistic approach for layouts

199

Componente Visual Graphic Universe

Typography

Minimal Mix of sans serif + script • •

The main communication tools consists of text and image: Photography and video. Familiar style, showcasing the process of creating ceramics, as well as artists themselves.

Color Schemes

•

A mix of colours, not one colour acting as the main

Photography Tone

Others

Artistic Familiar Warm Attention to details

Main focus of communication is on the process of creating a ceramic object. Attention to the artists and details.

200

201

202

203

204

205

206

207

Componente Visual Graphic Universe

Typography Sans serif + cursive

•

No information apart from one page website

Color Schemes

•

Photography Tone

Others

208

209

Componente Visual Graphic Universe

Typography Sans serif + cursive

•

Main communication through image and text

Color Schemes

•

Red, Orange and yellow tones

Photography Tone Old school Household Traditional Familiar

Others

210

211

212

213

214

215

Componente Visual Graphic Universe

Typography Sans serif + cursive

•

Main communication through image and text

Color Schemes

•

Red, Orange and yellow tones

Photography Tone

Familiar Closeups

Others

216

217

218

219

220

Componente Visual Graphic Universe

Typography Sans serif + serif

• •

Main communication through image and text Cooking videos

Color Schemes

•

Red and black act as main colours

Photography Tone

Familiar Closeups

Others

221

222

223

224

Componente Visual Graphic Universe

Typography Minimal Sans serif

•

Main communication through image and text, videos of process of creating ceramics, customer pictures

Color Schemes

Gold and black as the main communication colours

Photography Tone

Familiar Casual Non professional

Others

225

226

227

228

229

230

231

232

Componente Visual Graphic Universe

Typography Minimal Sans serif Modern

•

Main communication through image and text

Color Schemes

Not defined

Photography Tone

A mixture of modern and minimal with familiar, casual

Others

233

234

235

236

237

Componente Visual Graphic Universe

Typography Script

•

Photography

Color Schemes

None

Photography Tone

Main communication: old school Additional communication (MOM): modern, pop

Others

238

239

240

241

242

Componente Visual Graphic Universe

Typography Minimal Sans serif

•

Main communication through video and photography

Color Schemes

Not defined

Photography Tone

Not much character Product shots

Others

243

244

245

246

247

248

Componente Visual Graphic Universe

Typography Classic Sans serif

•

Main communication through photography and text

Color Schemes

Main colour: green

Photography Tone Familiar Ceramics in use

Others

249

250

251

252

Componente Visual Graphic Universe

Typography Modern Different for each campaign Bold Strong

• • •

Main communication through photography Typography Video

Color Schemes

•

Dominating of shades of gold Each

Photography Tone Modern Minimal Clean Luxurious High fashion Trendy Emotional

Others

253

254

255

256

257

258

259

260

261

Componente Visual Graphic Universe

Typography Classic sans serif

•

Not much graphic expression

Color Schemes

Not defined

Photography Tone

Product shots Not much expression/character

Others

262

263

264

265

Componente Visual Graphic Universe

Typography Classic sans serif

•

Not much graphic expression

Color Schemes

Not defined

Photography Tone

Product shots Not much expression/character

Others

266

267

268

269

Componente Visual Graphic Universe

Typography Classic sans serif

•

Photography

Color Schemes

Not defined

Photography Tone

Product shots Not much expression/character

Others

270

271

272

273

Componente Visual Graphic Universe

Typography Classic Sans serif In combination with more modern serif

• • • •

Main communication through Photography Videos Illustration

Color Schemes

Not defined

Photography Tone Product shots Amateur Casual Familiar

Others

274

275

276

277

278

279

280

281

282

Componente Visual Graphic Universe

Typography Sans serif Modern, delicate serif for main web info Font variations for campaigns, single posts

• • • •

Main communication through Photography Videos Illustration

Color Schemes

Colour coding blocks of posts for social media

Photography Tone

Modern Minimal

Others

283

284

285

286

287

Componente Visual Graphic Universe

Typography Sans serif

Product shots

Color Schemes

Main colour: purple

Photography Tone

Without character

Others

288

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Componente Visual Graphic Universe

Typography Sans serif

Photography Video

Color Schemes

Not defined

Photography Tone Without character Product shots Event shots

Others

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