Our brief was to re-launch The Laminex Groups premium brand essastone.We had a major hurdle to overcome: “premium” and “small budget” which don’t usually work well together. And we needed to be talking to both B2B and the B2C market. The brand needed a new visual identity to fit the desired luxury positioning; if we didn’t get it right, no consumer would believe us.
To achieve this, a large portion of the budget (approximately half) would have to be spent on the creation of sets, photography and on the many pieces of collateral that needed to be updated. The remaining half of the budget was spent on media – a challenging ratio for a brand that needed to have a big splash in the market.