CaesarStone

The challenge
CaesarStone needed to reaffirm their status as producers of the best quality Quartz, with the ultimate in design led service and product innovation. They came to Figtree to find a way of communicating this, their point of difference, more effectively to a broad target audience. We were tasked with creating a brand language that would set them apart and inspire discerning customers to choose CaesarStone in an increasingly crowded market.

The thinking
The brand positioning is inspired by CaesarStone’s amazing range and design expertise that enable the customer to make a design statement through their choice of surface, and therefore reflect their personality in that choice. This makes CaesarStone the defining element in any room, and led us to the thinking that you would design your space around your quartz surface, not vice versa.

To communicate this, we developed a signature illustration style that represents the hand of the customer. It is spontaneous, spirited and confident without feeling crafted or technical. The CaesarStone product always features as the centrepiece of any communication, with expressive lines creating the room in which it sits.

The outcome
Tempering our iconic, vibrant illustrations with simple clean typography, we created a sophisticated yet expressive visual language that appeals to a broad range of customers, from a housewife choosing a new kitchen to an interior designer fitting out a slick New York hotel.

www.caesarstone.com