Unilin Industries, the company behind Quick-Step floors, asked us to help them relaunch their Quick-Step Vinyl flooring category. Most customers did not know what to expect of vinyl floors so the category suffered from a rather negative perception. They needed a new name, a new story and wanted to visually focus on both the high performance qualities as well as the natural and realistic look of Qiuick-Step vinyl floors. King of Hearts to the rescue!
First we needed a product name, describing the strength and performance qualities…Alpha Vinyl. Now Alpha Vinyl needed a fresh face, while still remaining a part of the Quick-Step brand, meaning we couldn’t diverge too much. So we developed a visual identity where performance and beauty seamlessly match, while remaining true to the brand guidelines of Quick-Step. This took us to creating a whole set of product photography, technical illustrations and animations explaining the USP’s and most recently a video production for the brand new campaign of Alpha Vinyl.