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.
Slovo Myasnika (“The Butcher’s Word”) is the key meat brand of the Rusagro group of companies, one of the leaders of the Russian agro-industrial complex. The brand offers chilled pork and semi-finished meat products, which are produced according to high world standards.
Shunkhlai is a multi-industrial holding in Mongolia, with its core business in import, transportation and sales of petrochemical products. Shunkhlai Group also consolidates a large amount of companies from various economic sectors: Skytel LLC telecom company, Media Group LLC, APU JSC alcohol and beverages manufacturer, SDEVELOPMENT LLC developer company, CAPITAL GROUP LLC financial group and others.
The project for Vidima, a European manufacturer of bathroom fixtures, is an example of integrated approach to rebranding, when multiple factors and elements are combined to support and multiply each other’s effect, to form a comprehensive and holistic brand perception.
Talan is a national development company that operates in fifteen Russian cities and whose global mission is to develop the Russian regions and improve the quality of life in Russian cities. When people are looking to buy an apartment what they are interested in is not just the statistics of the property but also good views from the windows, a well developed local infrastructure, availability of all the modern amenities, clean yards, ease of access by all modes of transport and availability of rest and recreation areas. It is often the case that people who seek a more modern and comfortable life leave regional cities and move to Moscow or Saint Petersburg. Talan is convinced that a good environment and modern amenities not only improve the quality of life but change the people, helping develop and improve regional cities and reducing emigration from them.
For one of the Ural’s largest banks, Ural Bank for Reconstruction and Development (UBRD), rebranding became a necessary phase in its general development strategy. Shifting from corporate clients to consumer banking, expanding the network of branches and range of services (including innovative ones) and doubling the number of clients—all of these tasks demanded a radical facelift for the bank.
Rebranding of Russian Railways started in the distant 2003 and soon enough became one of the largest and most ambitious projects in contemporary Russia. In the summer of 2007 Mildberry joined the rebranding process when our consultancy was entrusted to develop a comprehensive visual identity for Russian Railways. The main feature of this project boiled down to the fact that at that moment a new logotype had already been accepted and replaced the old one, which practically hadn’t changed since 1932.