How we built a brand that stands out in the flooring category from day one, tells a story and gives customers the space to create their own scenes

Challenge

A client with more than 25 years of experience in the commercial flooring industry has decided to enter the consumer market with a brand that offers vinyl flooring (LVT).
What was missing, however, was an identity that would set the brand apart from the competition.

The goal was to create a full communication system: from brand strategy to naming and logo to brandbook. It was also a key challenge to build storytelling in a category that usually speaks only technical and product language.

In addition, in order for the brand to effectively reach customers from day one, it was necessary to set up an online store that not only sells, but also inspires and reflects the brand's values. 

Our activities

1. audit and strategy workshop

We started by analyzing the market and competitors to find free communication space. We checked:

• How brands communicate in the category,
• What distinctions they expose,
• Where stories and emotions are missing.

We also conducted an analysis of the target audience. The brand is targeting people for whom:

• Home is the center of daily life,
• Both design and practicality matter,
• The natural shopping environment is the Internet,
• They make decisions based on inspiration (Instagram, Pinterest), but expect support in implementation.

2. strategic idea

Responding to the target group's lifestyle and their need for individualization, we developed a strategic idea:

Flooring is not just a design element - it is the foundation of all important moments. This idea has become the axis of all brand communication, giving it a unique storytelling.

What is the mission statement we formulated? 

Home is where the most important moments take place - from small everyday moments to special occasions. Our mission is to provide floors that set the stage for everyday life, combining beauty with durability. We invest in the highest quality because we believe that flooring is not just a part of your home - it's the foundation on which your everyday life plays out.

3. naming and claim

We created the name FOYL, an acronym for Floors Of Your Life.

• short and easy to remember,
• modern and distinctive,
• incorporating the brand's positioning, which also became a claim in English.

4. branding and corporate identity

Based on the strategy, we developed a full visual identity:

• Logo based on strong typography with a sigil inspired by the shape of the panels,
• color palette (chocolate + beige), conveying durability, tranquility and naturalness,
• Typography supporting a modern, minimalist character.

5. service level differentiator

We have added an innovative element to meet the needs of the target group - personalization.
The floor is yours.
FOYL allows customers to co-create their interiors. All you have to do is send in your inspiration - a photo from Instagram, Pinterest or a friend's apartment - and the experts at FOYL will suggest solutions tailored to your individual vision. In this way, the floor becomes not just a product, but a personal stage of life.

6. online store

The store design required a custom approach due to the specifics of the product and sales model. The main goal was to create an efficient sales tool optimized for usability and conversion.

Key elements implemented:

• Custom functionality:
  • Product calculator: integrated on the product page, automatically converts the required area (m²) into the number of packages, minimizing order errors.
  • Sample ordering system: A simplified module that allows customers to purchase product samples, lowering the barrier to entry and supporting purchasing decisions.
• UI/UX and design:
  • Professional interface: we designed a clean and intuitive look, focusing on readability and ease of navigation.
  • Personalized product page: we departed from the standard layout, creating a structure that more effectively presents key technical and visual data of the product.
  • Personalization module: we implemented the above-described tool that allows customers to upload their own graphic files to personalize their order.
• Infrastructure and technology:
  • Efficient hosting: the platform runs on an optimized server, which ensures fast loading times and stability.
  • State-of-the-art technology stack: we have applied up-to-date technologies to ensure the speed, security and scalability of the store.
• Preparation for analytics and marketing:
  • Optimization for ads: the store has been technically prepared for Google Ads and Meta Ads campaigns by implementing a data layer and correctly installing tracking scripts, which enables precise analytics and remarketing.

Currently, we are responsible for FOYL's advertising activities in Meta Ads and Google Ads channels, as well as leading the brand's social media communications.

Effects

• A new brand from the ground up - FOYL launched with a full set of communication tools.
• Distinctive positioning - FOYL stands out not only for its high quality and unique personalization service, but also for its emotion ("the floor as the stage of life").
• Store as a sales and marketing tool - from day one, the brand went fully online, with a product calculator, sample system, personalization module and preparation for advertising campaigns implemented. As a result, the store became not only a point of sale, but also a source of inspiration and a channel for building customer relationships.

Summary

The FOYL project shows how brand strategy and branding can transform a market entry into a story that stands out from day one. With a cohesive approach - from the strategic idea to the visual identity to modern e-commerce - FOYL is not "just another panel manufacturer," but a brand that inspires, supports and creates a relationship with customers.