Question

Topic: Taglines/Names

New Brand Name For Tile Collection

Posted by jtile on 1/11/2011 at 6:11 PM ET 250 Points
Please help! I am butting heads on this subject and need some back up support or fresh ideas.

We are trying to create a brand name for a collection of tile products. These are the upper middle to high end tiles and are for the most part Italian or Spanish in origin.

Our other product lines are branded as follows:

Mosaico (mosaic in Italian) - all small tiles
Stone Couture - all our natural stone tiles
Elements - all 'cheaper' porcelain and ceramic tiles
Boutique Collection - our high end very specific items that are only targeting certain customers.

My two sales managers are very passionate about using the word Europa in the name, to play on the fact that the tiles are from Europe. I am concerned their ideas will illicit 'old world' imagery, emotions.

The products in this category are what we consider leading edge as far as design goes.

Here are a few of my ideas on combining Europe and something a bit more fresh:

Refine
EUROPEAN TILE COLLECTION

Prestige
EUROPEAN TILE COLLECTION

Motif
EUROPEAN TILE COLLECTION

Signature
EUROPEAN TILE COLLECTION

Enhance
EUROPEAN TILE COLLECTION

Any other brillant ideas?

Jessica
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RESPONSES

  • Posted on 1/12/2011 at 12:16 AM Member
    Here's a thought....

    How about "Milano collection" it speaks to European, hi quality and with its reference to Milan ....high style

    Good luck
    Kathy
  • Posted by CarolBlaha on 1/12/2011 at 6:09 AM Accepted
    google "european tile collection" and you will see it has almost become trite. So has prestige, milano and signature.

    With only a handful of US tile manufacturers, almost all tile is imported. Mainly Europe or China. So, as Phil states, while they are proud of their origins, it's not anything that will stand out in a buyers mind. And, yes, it creates an old world image.

    I would use words from the country of origin or name collections by landmarks. Post the country of origin and we can try to play off that. Also if you have a website where we can view the designs it could help.
  • Posted by Jay Hamilton-Roth on 1/12/2011 at 8:52 AM Accepted
    Europa Tile Foundry
    Western Mediterranean Tiles
  • Posted by jtile on 1/12/2011 at 11:56 AM Author
    You've all made really good points. Thank you. I agree that European Tile Collection doesn't have that much weight to it.

    Take a look at our website if you'd like to see our products. The products that we are trying to group together are all those from retail price $7-15/SF.

    For example the 'style series' on our website under new products would fit into this new category/brand.

    Here's our website: www.amestile.com

    jessica
  • Posted on 1/13/2011 at 12:01 PM Member
    Euronova
    Mediterranea
    Piastrella
    Tilizza
    Stile
    Eurotile
  • Posted by jtile on 1/13/2011 at 1:37 PM Author
    Thank you to everyone who has helped.

    Your responses have given me things to think about and helped us down the path.

    We have decided to call this collection of products the Studio Collection and are now working out taglines or subtext if necessary.

    Thank you again,
    Jessica
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