Heath Ceramics
2008 REBRAND 100 Winners > best of awardsIndustry: Home Furnishings and Accessories - Below: Before Images, Rebrand Images, Summary, Credits
Summary: Industry Setting - Heath Ceramics is one of the few remaining mid-century era California potteries of handcrafted dinnerware and tiles. With sales flagging, the new owners revitalized the brand, placing emphasis on design, by preserving founder Edith Heath’s handcrafted techniques and classic designs and introducing new products at the original Sausalito, Calif., factory. Challenge - Previously, Heath Ceramics had virtually no marketing effort. In order to revitalize the company and sustain the business, a massive effort was launched to maintain its loyal followers and nurture new audiences. Strategy - The overall strategy was to reinforce Heath Ceramics unique position and heritage, while also giving it a contemporary, forward-looking feel. It is essential that the company not appear to be a new company pretending to have been around a long time. Authenticity is key. Result - A 30% increase in sales revenues since 2003, as well as unprecedented press in top opinion-forming publications, including New York Times, Wallpaper and Dwell are directly linked to the brand-building campaign. The rebranding effort has served to enhance people’s emotional connection with the product and company by giving them a story about a local California handmade product that embodies a lifestyle they wish to have. Credits: Client: Heath Ceramics - www.heathceramics.com Brand Strategist/Designer: Volume Inc., San Francisco - www.volumesf.com Creative Direction: Adam Brodsley, Eric Heiman Logo: Design: Adam Brodsley, Eric Heiman Business Cards: Design: Adam Brodsley, Eric Heiman, Christine Leventis Catalog: Design: Adam Brodsley, Eric Heiman, Christine Leventis Photography: Renee Zellweger Book: Design: Adam Brodsley, Eric Heiman, Amber Reed Photography: Jeffrey Cross, Mark Allen Johnson, Renee Zellweger Tile Catalog: Design: Adam Brodsley, Eric Heiman, Amber Reed Photography: Jeffrey Cross [back] |
