RG tiles is a family business in ceramic tiles and led today by the 3rd generation: granddaughter Caroline Vergauwen. RG tiles wanted to x-ray the thriving tile company to make sure it would be ready to seize the opportunities and tackle the challenges now and in the future and consulted Flink for advice.
We organized a workshop with a diverse team of employees of RG to discover interesting stories of the past, present and future of RG. The session taught us -among other things- that the strenght of RG lies in the combination of a high service level and an extensive tile collection. This collection ranges from high quality base tiles to the most innovative ‘surface design’ options.
This combination makes RG tiles excel in ‘delivering projects in style, at every stage of the process’. The typical character of a family business ensures a strong binding factor among the highly dedicated employees and plays an important role in the internal processes.
To support the RG tiles brand essence we developed a visual identity inspired by the tile structures from the collection of RG. The product became thus in a stylish manner part of the identity. The logo has a “trompe l’oeil” of a tile in 3D and makes a powerful impression, fitting for the construction sector. Because of the variation in structures and the possibility to add new tile structures, the identity will remain fresh for a long time.
Also in the design the signage on the RG tiles company site we made use of the tile collection of RG tiles: the new XXL tiles are used for the base of the totem, with the logo in a lightbox placed on top. For the website we developed an online tile catalog that makes it possible to remotely browse the collection of RG.
This catalog will be continuously enhanced with images and services to further facilitate the orientation process. As technology will continue to influence how we buy and build, RG has made another step forward in digitalizing their business.