Bovitec Bouwchemie, industrial leader in concrete flooring, now has a successful subsidiary for residential projects called Studio Bovitec – created, branded, and positioned by Chapters.
Bovitec Bouwchemie, a leading company in industrial concrete flooring had foreseen a new trend in concrete interior flooring. They had the knowledge, but not the look that would attract residential customers. For Chapters the challenge was to reposition and rebrand Bovitec into a premium consumer brand in concrete interiors, which became Studio Bovitec.
Bovitec Bouwchemie is a household name in concrete floors. However, the new market could not be merged with the current market. Both markets are equally important for Bovitec and therefore Bovitec needed two identities, each with their own communication, to speak to both markets. Bovitec is a brand known for its simplicity and style, which we have translated into Studio Bovitec. a subsidiary leaning on the trusted and well-known name of Bovitec Bouwchemie, with a conceptual name that speaks to residential customers. And the word got out really quick – Studio Bovitec became an overnight success!
The communication strategy of Bovitec moved from b2b to b2c, which brought up many questions with the customers. To answer the customer’s questions in the communication, we created a creative brand concept inspired by the song ‘these boots are made for walking’, that explains the use of concrete interiors.
We translated this concept into all facets of Bovitec. In the wink of an eye we created a brand, answered all the questions about concrete interiors and created space in the communication for all applications of Bovitec’s concrete creations, from bathroom interiors to complete kitchens, but above all, concrete floors – applicable and usable for everyone. Anything can be done on a Bovitec floor – they are made to live on.
The logo of Studio Bovitec is clean and stylish – a representation of the company.The underscore under the O is a conceptual interpretation of flooring, with the O representing the users of the floor. The sleekness of the floors is translated into the font. The different colours of concrete are used in the colour palette.
Chapters implemented the corporate identity and branding of Studio Bovitec in the creation of the website, the stationary, business cards, doormats, tote bags and the wrapping of the company cars – which has become their most successful promotional tool.
