TUNTEX
TUNTEX brand experience design is a brand strategy case for a carpet tile manufacturer of nearly 60 years, moving from manufacturing strength toward brand innovation. The work rediscovered the brand core through in-depth conversations with the leadership, then set the brand vision, values, mission, positioning, personality and tone, and built an experience vision and design brief that led to a brand and new product launch.
TUNTEX Brand Experience Design:
From Technical Innovation to Brand Experience
Client
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TUNTEX
Industry
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Carpet tile manufacturing
Scope of work
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Brand vision, values and mission
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Brand positioning
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Brand personality, tone and style
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User experience vision and design brief
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Brand and new product launch visuals
The context for change
TUNTEX is a high-quality carpet tile manufacturer with nearly 60 years of experience and deep strengths in technology, R&D and production. Over the years it has put environmental thinking into its production and operations, offering clean, eco-friendly products, developing recycling technology, refining remanufacturing processes and cutting carbon emissions in the effort to build a healthier living environment.
As “Made in China” gives way to “Created in China,” manufacturing is facing major change. At this critical point, companies must upgrade products through development, production technology, design and management innovation. They must also adapt to competition by speeding up brand and service innovation, quickly building an operating system centered on brand, product technology and business innovation, and moving from manufacturing to a brand-led service model.
The TUNTEX brand experience project grew from this moment of innovation and transition. It moved TUNTEX from manufacturing expert to brand innovator by rediscovering the brand core, talking in depth with its leaders and studying the market, competitors and users, then rebuilding a brand nearly 60 years old around an experience vision.
What the brand experience work produced
Brand vision, values and mission
Developed with stakeholders from different departments to find the TUNTEX brand core.
Brand positioning
Defined a distinct position for TUNTEX in the market.
Personality, tone and style
Let the brand speak in one consistent voice online and offline.
Experience vision and design brief
Turned brand strategy into design work that can be carried out.
Building the brand experience
Once the brand core was found, an effective brand strategy had to be set that fits TUNTEX’s core values, so that brand-related behavior, actions and communication all revolve around one idea. This builds the TUNTEX brand experience design, conveying the brand’s meaning at every touchpoint and showing its competitive advantage and unique value proposition.
A systematic brand experience design toolset was used to work out these results with stakeholders from different departments. After several months of hypothesis, testing and repeated revision, TUNTEX held a brand and new product launch and drew the industry’s attention to its evolution.
Online or offline, the TUNTEX brand experience design keeps a consistent message and a highly recognizable identity.
Innovation driven by design
Design-led innovation creates a new brand experience and explores the new positioning, mission and vision visually. A new generation of leaders can see clearly that in the internet age, a brand that wants to stand out must design a clear, positive experience system across every channel. That is the aim of the TUNTEX brand experience design.
Peter Drucker, the father of modern management, pointed out half a century ago that a business has only two basic functions, marketing and innovation. It still holds. Manufacturers now face a more complex business environment, and competition has moved from resources and capabilities to brands. Much of a product’s emotional and spiritual value can only be expressed through a brand, so technical R&D and brand experience innovation will matter more and more to core competitiveness.
Brand identity
The visual design carries the sustainability philosophy TUNTEX has long held. Inspired by the company’s product recycling process, it abstracts five key steps of recycling and remanufacturing carpet into five different graphics, and combines color blocks into visual elements that vary yet stay unified.
The five steps are collected carpet excess, separation, PVC particles and fibre chip, recycled yarn and recycled backing. Each step has its own graphic, together forming the supporting graphic system of the TUNTEX brand.
Brand materials
Beyond the visual identity, the TUNTEX brand experience design extends to a range of brand materials to communicate the brand’s sustainability efforts. Layout and typography keep information clear and comfortable to read, and a clear hierarchy lets consumers find the key facts about the company’s sustainable practices with ease.
Within the TUNTEX brand experience design, bringing sustainable design into the brand visuals makes the brand more appealing and helps the public understand TUNTEX’s sustainability efforts more clearly. This integrated approach to visual communication deepens consumers’ emotional connection with the brand and prompts them to think about a more sustainable way of living.
TUNTEX brand experience design at the brand upgrade launch
The new factory
The new TUNTEX factory in Yangzhou has opened. Planned as a green production base, it brings modern facilities, advanced production lines and an efficient management system that strengthen TUNTEX’s competitiveness in the market.
The TUNTEX brand experience design was carried through the new factory in full. Wayfinding, culture walls and other spaces express the brand’s values and culture.
TUNTEX has always put sustainable development at the center of its mission. The new factory was designed and built with environmental thinking, using a new energy system and a range of energy-saving, emission-reducing equipment that lowers production cost and energy use and contributes to local environmental improvement and a green economy.
An ongoing partnership
For a manufacturer with nearly 60 years of history, brand experience innovation matters as much as technical R&D, and the TUNTEX brand experience design is built to last. For another manufacturing and materials brand, see the Huamao Nano-Tech brand upgrade.
To learn more about TUNTEX and its carpet tile range, visit the TUNTEX website.