TATIN DESIGN ENTERPRISES

With an unaided brand awareness of more than 80 percent in the domestic market, Gmundner Keramik is one of the most storied Austrian brands ever. Nevertheless, the company still experienced economic challenges. In 2012, an investor asked us to demonstrate how Gmundner Keramik’s market and brand potential could be optimally exploited using a design study.

We proposed radically refocusing on the brand’s original core principles and repositioning it for an upscale buyer segment.

At the same time, we simulated repositioning strategies for the Austrian market as well as a global roll-out of the brand – from new branding to a contemporary online portal, to detailed marketing campaigns and point-of-sale designs.

The results speak for themselves. The financial investment company decided to invest and took over the company.