1A PROJECT SCOPE

Rebrand Africa’s leading carpet manufacturer to connect their product to the world.

1B

The Process

Through a series of culture workshops and listening to powerful stories that map their journey from pioneer to 30-year-strong market leader, we helped Belgotex rediscover the founding values that were alive in the business today. Belgotex believes that with great success comes great responsibility – together we shaped their DNA to fulfill their sense of duty to positively influence society and forge deeper connections with their people, product and the planet.

OVERVIEW | BRAND ARCHITECTURE

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1C

The Outcome

Building on a heritage legacy, we looked to the future through the lens of a new generation of leadership. We developed a robust identity for Belgotex that would work across their vast ecosystem of touch points. This shift from manufacturer to a collaborative design company offers growth opportunity to their trade partners and elevates the African design community, in a sustainable way. 

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OVERVIEW | ICON DESIGN

OVERVIEW | SAMPLE FOLDERS

02

Brand Identity

Creating an identity that mirrors Belgotex’s positioning gave way to a rebrand and a renewed clarity of purpose. We developed a new system; logotype and B_ mark, supported by typographic style, colour palette, iconography, photography and a human voice. 

A monolithic, mother brand identity enables us to house and communicate Belgotex’s brand architecture with ease and showcase their products with elegant restraint. Fluid extension to the product categories of carpet, vinyl and artificial grass, is now possible – eliminating barriers that previously stifled their brand communication. 

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BRAND IDENTITY | SAMPLE FOLDERS

BRAND IDENTITY | PRODUCT PHOTOGRAPHY

03

Photography

In contrast to their earlier photography, we sought to hero the flooring products by disconnecting them from native settings. Deconstructed sets, disruptive product display and bespoke props result in an artful expression of Belgotex’s efforts to elevate the floorscape. 

PHOTOGRAPHY | CONCEPT SKETCHES

Photography

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4A

Print Communication

Print collateral is designed to delight anyone who interacts with their communication – the goal is to provide a richer, thought-provoking brand experience.       

INDUSTRY | SAMPLE FOLDERS

IDENTITY IN PRINT | QUARTERLY BROADSHEETS

5A

Immersive Experiences

Showstands build relationships with the design community and Belgotex is active in their pursuit of igniting human connections.

We repurpose as many shoot props as possible or upcycle factory waste to create new material that can be reused. Each element is more than ornamentation and the holistic effort to inform, educate and inspire aligns to the Belgotex values.

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IDENTITY IN SPACE | GBCSA SUSTAINABILITY SHOWSTAND

Showrooms

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5B

Immersive Identity

For the Design Joburg 2019 stand, we created a space of refuge from the crowds of the convention centre, designing a meditative space that visitors could relax in while familiarising themselves with Belgotex’s reimagined residential carpet ranges.

EXPERIENCES | DESIGN JOBURG 2019

We sought to design a stand that immediately evoked a sense of mindful relaxation – a serene oasis setting of plants, flowing water, a skylight merged with tactile carpet swatches to offer sanctuary from the chaos and weight of the 9-5. The strategy to embody the comfort of carpet in a calming space was achieved through contrast when visitors transitioned from the noisy convention hall into the soft, acoustic cocoon.

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IMMERSIVE IDENTITY | DESIGN JOBURG 2019