A strong brand with two propositions
and one promise

Two departments, two sub-brands

Romar Voss has been active in industrial flooring since 1965 and is the market leader in the Benelux. Today, the company is expanding its presence across Europe. Within the organization, two distinct departments operate under the same brand: Composites and Floor Systems. Each serves a different target audience and has its own dynamic.

This led to confusion both internally and externally. The challenge: how to give both departments a distinct identity without losing the strength of the overarching Romar Voss brand

Together with GI, Romar Voss developed a brand architecture where differentiation and cohesion reinforce each other. From a strategic foundation to two distinctive yet connected brand identities.

Building on the Romar Voss brand DNA

The process began with brand strategy sessions for both departments. Where do the differences lie and what connects them

Composites targets B2B professionals. Floor Systems focuses on the B2B2C market, including consumers and interior designers. While Composites is already a market leader, Floor Systems is still growing its presence.

The common thread Both departments share the same DNA. We captured it in the brand essence: Strength through knowledge transfer

With decades of experience, deep expertise and a practical mindset, Romar Voss is more than a supplier it is an expert partner.

One brand family with distinct identities

Based on this foundation, we developed a clear brand architecture. Romar Voss became a branded house with two sub-brands: Romar Voss Composites and Romar Voss Floor Systems.

Each sub-brand received a tailored visual identity aligned with its audience. Floor Systems adopted a warm orange palette, while Composites extended the iconic red visual line of the parent brand.

Both brand narratives are closely connected to the overarching Romar Voss story, yet speak directly to their respective audiences. This approach ensures both recognition and distinction within one cohesive brand family.

A brand that stands and delivers

Not on Paper translated the new brand structure into two new websites that bring the brand identities to life online. The content strategy reflects a focus on relevance. Composites speaks to professionals, while Floor Systems also engages end-users.

Together, the platforms contribute to a stronger overall positioning for Romar Voss.

With this new structure, Romar Voss no longer operates as two separate departments, but as a balanced brand portfolio. Ready to grow further across Europe