Guardian of Good Style

The rebranding of LARECO opened the brand to new audiences. It became more recognizable, appealing to professionals, and easier to understand for individual customers.

Context

Wooden floors are purchased rarely - on average, once every eight years, sometimes only once in a lifetime. Brands often go unnoticed, and sales environments are filled with noise: hundreds of patterns, colors, and overwhelming options.

LARECO, a company with over 50 years of heritage, has long been appreciated for its quality and rich color range. The problem wasn’t the product - it was the lack of a clearly defined brand image. The rebranding set out to change that.

Challenge

The goal was to organize the extensive offering and create a more intuitive shopping experience - especially with a portfolio of nearly a thousand products.

LARECO also sought to reach a more discerning audience: architects, interior designers, and international clients. For them, quality is a given — style is what sets a brand apart. To succeed, LARECO needed a strong narrative and a distinct personality.

Solution

The slogan “Guardian of Good Style” became the foundation of the new strategy a confident statement and a refined, caring approach to aesthetics.
It was crafted to ensure customers feel confident in their choices.

We designed a minimalist logo, elegant typography, and a natural color palette that reflects the tactile quality of the product. The communication strategy shifted from product specs to emotion and atmosphere. LARECO no longer talks only about floors — it tells stories about interiors and the lifestyles they support.

Along with the visual identity, we developed a complete brand strategy, product architecture, and a concept for point-of-sale displays.

LARECO gained a distinct identity and a cohesive offering, allowing it to move beyond the category of a traditional flooring manufacturer. Today, the brand co-creates modern interiors and plays an active role in shaping their style.