Marlux is a Belgian manufacturer of outside tiles and concrete clinkers. After several successive takeovers and mergers, Marlux had several pertinent questions such as 'Who are we, what do we stand for and where do we want to go?' and 'What is the best way to present our product range?'. In other words, it required thorough corporate and product rebranding internally, externally and on a B2B and B2C level.
RCA was assigned to steer the rebranding in the right direction for a wide audience: its own employees, traders (Marlux partners), influencers (landscape gardeners, garden constructors, etc.) and end users.
RCA divided the entire product range into 2 brands, Marlux and Xtirio, and developed a new corporate style for both. These formed the basis of a cross-medial communication strategy we introduced for the Benelux, Germany and France:
New brands Marlux and Xtirio got a fresh feel and a new dynamic. Marlux became the brand for a basic range that stands for sound, maintenance-friendly and high quality. RCA launched the completely new brand Xtirio for innovative, trendy products. With this brand, Marlux fits in better with the world of influencers, an increasingly important target group.
The rebranding was converted into increasing interest for the products of both brands among consumers as well as influencers.
"RCA perfectly translated our strategic positioning into market identity and revived our brands among our target groups", says Frédéric Corman, Marlux marketing manager.
