Edilcuoghi / 

A Touch of Italy

In order to introduce Edilcoughi, an upscale brand of Italian tile, to the competitive Turkish market, we took a slightly different approach in branding. Our research showed us that the biggest group of consumers in this market were home renovation enthusiasts.  These are people who feel their homes reflect their personal style and that their design choices make them unique. To speak to this audience, we came up with the brand idea of an "Italian Touch In Your Home". Print ads for Edilcoughi purposely feel more like fashion layouts than home improvement branding. They deliver the emotional benefit of "feeling special" while supporting the consumer benefit of Italian design and reminding the consumer of the tile's Italian origins.