New positioning and rebranding
Cotlin began its journey as a sales representative of carpet, rug and textile brands on a national level. Over time, its catalog was expanded to include a wide variety of solutions, and also its own collections. Their core business- customization and tailor-made solutions- has made the company a trusted partner of the main specifiers in high end decoration in Spain.
The company's organic growth has led them to rethink the relationship between brands, as well as its value proposition, culminating in a coherent repositioning.
Graphic Design:
Marc Blanes Studio
Team
Photography:
Nina Antón
Services
Client
Cotlin
After
Before
The company's organic growth has led them to rethink the relationship between brands, as well as its value proposition, culminating in a coherent repositioning.
Cotlin is the mother brand, and the following 3 sub-brands were created to highlight the product segments and services offered:
Cotlin Raw is the brand that encompasses handmade rugs made from natural fibers.
Cotlin Carpet specializes in high-quality wall-to-wall and cut to order rugs.
Cotlin Contract is the business division that offers customized techniques, solutions and finishes for all types of projects.
This umbrella brand architecture was chosen to generate consistency and cohesion in the brand pitch.
Marc Blanes Studio was in charge of formalizing the rebranding, accompanying the logo with a flexible and fluid visual system. The concepts "variety" and "flexibility" were taken as the basis of the identity and linear schemes were created from the pattern of Cotlin carpets and rugs. Within the rectangle - the minimal expression of the "rug" concept - all of the brand's models are synthetically represented. This symbol will be used on specific communication media as well as on corporate elements.
The project culminates with the opening of a new showroom in Barcelona where the three brands are displayed in ad hoc spaces. Located in the heart of the city's "golden mile of decoration", the showroom showcases the latest innovations and customization options for practically the entire product catalog.
