Comfortable minimalism: development of a new brand of linoleum IVC HOME

IVC Group (International Vinyl Company) was founded in 1997 and is the leading European manufacturer of LVT (vinyl flooring), linoleum and carpet tiles. IVC Group has 10 production lines in Belgium, Luxembourg, Russia and the USA and it manufactures over 180 mln square meters of flooring per year. Since 2015, IVC Group has been part of Mohawk Industries, a world leader in flooring with over 130 years of production history.

The Mildberry team has helped to  launch IVC Home, a sub-brand of residential and semi-commercial linoleum, by developing its visual identification system. The consumer perception of this type of product is extremely contradictory: on the one hand, linoleum is one of the most affordable and popular finishing materials, on the other hand, it is considered to be a short-lived, not environmentally friendly , as well as not the most aesthetic solution. The task of the new brand is to change the existing perception of linoleum and convey to the consumer the key idea that IVC Home linoleum is a safe product that allows you to inexpensively and effortlessly improve the aesthetic appearance of a room.  IVC Home linoleum is made from safe materials that retain heat, reduce noise, do not emit harmful substances and is easy to clean. In addition, the brand adheres to a gentle approach to the environment, the IVC Home collections use natural textures, and the PVC-based products are fully recyclable.

According to Deloitte, a focus on human values and a goal-centered approach is one of the most relevant and fastest growing trends. Building a dialogue with the consumer in a clear and simple language, caring for the needs and impressions of the client is what allows the brand to establish an emotional connection with the buyer. IVC Home identity emphasizes the consumer character of the brand and conveys simple but emotionally important meanings, like comfort and reliability, simplicity and aesthetics.

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