A Dynamic New Approach for CaesarStone

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Founded in 1987 the pioneer of quartz surfaces CaesarStone, launch a new brand and 'look' to inspire their global network of distributors and growing base of enthusiastic customers. Building on its already amazing reputation for quality and service The Brewery had no problem in working with CaesarStone to harness the power of its existing relationships to create a brand that would take it to the next level of customer expectation.

Founded in 1987 the pioneer of quartz surfaces CaesarStone, launch a new brand and 'look' to inspire their global network of distributors and growing base of enthusiastic customers. Building on its already amazing reputation for quality and service The Brewery had no problem in working with CaesarStone to harness the power of its existing relationships to create a brand that would take it to the next level of customer expectation.

The extraordinary physical and aesthetic properties of CaesarStone's quartz surfaces established
a new product genre in the industry. By fusing leading-edge technology and design innovation, CaesarStone makes what are reputedly the finest quartz surface products in the world.

Led by Helen Keyes, the teams at The Brewery New York and London offices created a new CaesarStone, which is distinct, contemporary and accessible to a wide range of industry and design professionals as well as its retail and commercial consumers.

The Brewery has redesigned and integrated every aspect of the brand experience, from a new strategic market and service focused positioning, to a fresh contemporary logo and visual system that are accessible and express a designer-oriented aesthetic.

The building blocks includes: A brand positioning which commits them to being the premier supplier of quartz surface in the world; a comprehensive brand identity guideline that sets out all aspects of the brand and covers all the relevant touch points from point of sale showroom display through to collateral and advertising.

The new brand launched at KBis 2007 in Las Vegas to an enthusiastic reception from both the professional and retail audiences. http://www.caesarstoneus.com/

Says John Sofio founder and president of Built Inc., Los Angeles: "This new brand is all about helping the customer connect their living environment with the CaesarStone brand. In particular, the visual identity and literature system clearly shows how CaesarStone's quartz surfaces can help them achieve a design vision that is functional and exciting. The new brand transforms a product I've used for years to a new level of relevance and meaning to my customers' lifestyle."

Warm, contemporary colors, striking visual accents, and testimonials from high-profile designers have set the stage for a dialogue that professional and consumer audiences can appreciate and value.

Says Amir Rotem, Vice President of Marketing, CaesarStone: "We are proud of CaesarStone's heritage as an industry leader and innovator. We always strive to help our customers achieve their dreams by offering the best choice of products. We're excited that the new brand will make CaesarStone even more important in our customers' lives."

The new brand builds on the new logo and identity system by establishing a meaningful
exchange of lifestyle design ideas through a product literature and imagery system developed
by The Brewery.

"CaesarStone has a history rich in technology, product and customer innovation," says Helen Keyes, President and Head of Brand Identity at The Brewery New York, "The new brand is tailored to communicate this history and the highest standards of quality, design and value to a marketplace with far too many choices. It establishes a clarity of purpose for CaesarStone that is contemporary, useful and ultimately, lifestyle-driven. We are delighted that both the professional and consumer communities seem to recognize these attributes."

The new design has launched and will rollout over the next six to twelve months in product display, literature, advertising, exhibitions and tradeshows, and on the web, worldwide.

The Brewery Design
The Brewery is an independent brand consultancy founded on the passionate conviction that smart design is a powerful business asset. We work with smart entrepreneurs, growing companies and global brands, helping them win customers, increase the value of their brands, motivate their teams, design better products, selling more goods and services. And we pride ourselves on our creative thinking, award winning designs and our long-term relationships with our clients.

Helen Keyes, President US, The Brewery New York
T: + 1 212 905 3036
Email: helen.keyes @ thebrewerydesign.com

The Brewery
Ground Floor,
95 Morton Street
New York, NY 10014
USA

http://www.thebrewerydesign.com

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Helen Keyes
The Brewery
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