Tile Giant was ready to live up to its name. With major expansion plans and a new hard flooring range in the works, their brand needed to match their ambitions. The old identity? Not quite hitting the mark. Time to give one of the UK's leading tile retailers a brand that could flex its muscles.
Double duty strategy
First up, cracking the code for two very different customers. Trade customers want speed and simplicity. Retail customers want inspiration and ideas. The brand needed to work hard for both.
Walls and floors, covered.
We landed on a position that was simple, confident and did exactly what it said on the tin: ‘Walls and floors, covered.’ Sometimes the straightforward answer really is the right one.
A system built to work hard
We created a brand system flexible enough to handle everything from in-store inspiration to trade accounts without breaking a sweat – keeping Tile Giant consistent however and wherever customers encountered it.
Colour that works hard
We gave colour a practical job to do, creating a new coding system that helps customers instantly distinguish between different areas, from kitchen tiles to trade services. Paired with a cleaner, more modern visual identity, it made a busy store easier to understand at a glance.
Talking to trade and retail
We created dual-purpose communications that speak the right language to the right audience – inspiration and ideas for home improvers, speed and convenience for traders. A warm but punchy tone of voice kept things professional enough for the trade and friendly enough for everyone else.
From warehouse to showroom
We reworked the in-store journey to make Tile Giant feel less like somewhere you simply pick up tiles and more like somewhere you can confidently choose them. Clearer navigation and more inspiring communications transformed the experience, while keeping everything straightforward for customers who just want to get in, get what they need and get on with the job. Because choosing tiles shouldn’t be a giant pain.
The new identity gave Tile Giant a brand built for where the business was heading – flexible enough to support its expansion, stretch into new product lines and show up more confidently against the competition. With stronger foundations in place, the brand was ready to go big. Just like a giant should.
Tile Giant
Big name, even bigger ambitions
Kamila Swiatecka
Marketing Director
"It’s been great working with the Whippet team on our new store format. Lots of creative ideas and so rewarding seeing all the proposals come to life. I'm very happy with the results. Thank you, all!"