Client: Ideal Standard – Sottini
Sector: Furniture / Interiors
Role: Designer
Agency: Conran Design Group – HAVAS
Personal Responsibility: Visual Identity / Guidelines / Naming (Product) / Brand Collateral / Advertising / Environmental Branding
Awards: Transform Awards Europe: Best Visual Identity in the Retail Sector – Highly Commended
Revitalising an iconic bathroom brand.
Sottini – Ideal Standard's luxury offer – wanted a new exclusive identity to re-energise, refocus and reconnect the brand to support their commercial objectives.
The identity’s unifying theme was ‘Simply Imagine’ – a powerful creative call to action that encapsulated Sottini’s unique focus on craft and creativity and its elegant range of understated, timeless designs. An imaginative photoshoot captured the unique product designs, creating beautiful and ownable brand photography.
Part of the rebrand was to devise a naming strategy for Sottini’s vast product range. The concept reflected the heart of the product and the heritage.
Sottini was founded by two Italian brothers, it felt natural to name the products after the numerous beautiful rivers in Italy. Names such as: Stilaro, Piomba, Ombrone, Tinella, Meltio, Amusa...
Sottini was featured at London’s 100% Design exhibition, 2016. The stand beautifully encapsulated the ‘Simply Imagine’ mantra.
Sottini’s dramatic photography was physically brought to life within the space, exciting viewers with the imaginative storytelling. Carefully arranged typography was used to tell the brand story as one journeyed through the stand.
In the year following the rebrand Sottini’s sales increased by 200%. Sottini exceeded their goal by signing up approximately 160 new retailers. And website page views increased by 42%.
Project completed at Conran Design Group, HAVAS, London.