Carpet One Carla Venicci Range
Background:
Floor coverings are largely considered a utilitarian purchase – an impression furthered by uninspiring retail environments and a lack of flair and imagination in the branding and promotion of individual product lines.
Brief:
Working in conjunction with Australia’s largest carpet manufacturer, Godfrey Hirst, vi was asked to create a carpet brand for a premium range of products with a focus on colour to appeal to an audience of design conscious homemakers.
Implementation:
vi’s strategy aligned the brand concept to the main-street fashion designer labels. The name chosen, Carla Venicci, evoked chic Italian design, while purpose-shot product images and promotional material promoted contemporary style.
Outcomes:
From the correspondence and enquiries for associated Carla Venicci products, to the rapid growth in sales, the concept clearly resonated with its audience and encouraged others to request partnerships with Carpet One.
