Responses by skinn branding agency

Background: Part of the Belgian textile manufacturing company, Beaulieu International Group, Carus is a collection of premium soft carpet flooring. The client wanted to enhance this collection by improving the product branding and storyline, and our brief was to focus more on b2b markets, including hospitality and architects.

Reasoning: The purpose was to create a soft flooring concept with the ability to interact in any room, canvas or living space—to create that brand experience. We created a “responsive” concept, which allowed the brand to adapt to any form necessary. The topview concept lets the designer intermingle with the branding by having the freedom to incorporate different shapes and figures, yet still stay true to the brand’s origins.

Challenges: In relation to the branding itself, imagery was very important. That’s why we had to carefully stylize a large series of visuals that were created in 3-D, which was the only option to us to obtain that premium look feel.

Favorite details: Some brands are very strict in usage. Not this one. We managed to create a brand concept which is easily comprehensive and that allows any designer to freely play within the brand’s graphic boundaries.

Time constraints: Serving clients is important, and we try to maintain optimal planning for every project. Time is an issue that sometimes influences the ideals of a large project, but we strive to maintain idealism and purity in every brand, even when time catches up to us. We have succeeded in finding a balance between project timelines and “how we want the brand to exist.”

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