A brand within a brand

Romar-Voss is market leader in cast floors in the Benelux. They’ve been around since 1965 and also have a foothold in the rest of Europe. However, there are different departments within Romar-Voss, each with their own target group. This created a challenge, both internally and externally. Team GI therefore helped the brand with its brand architecture and the development thereof. Important to know? Each type of brand architecture requires a different approach!

Two brands, a single approach

For both brands, we held a brand strategy session to determine the differences and similarities. For example, the department of composites is active in the B2B sector, while floor systems focuses on B2B2C. Composites is already quite well known in the Benelux, while floor systems still have some ground to gain. That brand can therefore benefit from the success that Romar-Voss composites already has. But, there are also similarities. Both brands contain a piece of Romar-Voss, which means a part of its values. That’s why we summarised the core of both brands in the brand essence 'Power through transferring knowledge'. The extensive advice both departments or brands provide is a big plus for customers. And that is thanks to Romar-Voss's many years of experience!

A branded house with sub-brands

Now that the foundation had been laid, it was time to finetune. For those who already have some insight into brand architecture, it’s clear that the Romar-Voss case is a typical example of a Branded House (Romar-Voss) with sub-brands (Romar-Voss composites and Romar-Voss floor systems). Unlike a House of Brands, where each brand has its own identity, the sub-brands are given an identity that distinguishes them, but also clearly links them to each other. We wrote a brand story for both brands and from there worked towards a new visual identity. Floor systems became orange, while composites continued in the red of Romar-Voss.

Going to market with a strong brand

Our brother Not on Paper built the websites, for a distinctive online presence. The differences between the two brands were emphasised in the content on these sites. For example, floor systems focuses more on the consumer and interior designer, while composites is designed for the cast floor professional. This also benefits the umbrella brand Romar-Voss. Instead of having two different departments, they now have two professional brands in their portfolio.

With this new corporate identity and a strong and workable brand architecture, Romar-Voss is ready to further penetrate the European cast floor-market!