Branding a material with such technical characteristics is always a challenge. In this case, we are showing the result of the website design of IUNIQ, a system used for the quick and dry installation of porcelain tiles, through a structure that is assembled like a puzzle and weaves a base on which to fit porcelain tiles without need gluing or grouting.
When proposing the design of this website, it was observed the need to highlight which are the strengths of this installation system compared to traditional installation methods, and to do so in a way that the user experience was attractive, and the understanding was as visual as possible through product infographics.
The most important point of all was to make it clear that this porcelain installation solution is the cleanest option in that it reuses 100% of the materials and does not destroy the ceramic product making it reusable, following the “craddle to craddle” principles.
Through the design of the website and the brand, we had to make the visitor understand the strong character of the developers, their innovative and transgressive spirit. It is certainly not the classic approach to the branding of a technical architectural material, as is the case. But for the owners it was important to stand out and attract attention.
The rules of the game have changed in terms of brand design and its narrative, to show positioning it is needed to show character even if it seems like a risky strategy at first.