Redefining consumer perceptions of vinyl flooring through warm, human-centric design.
Overcoming legacy stereotypes to position residential linoleum as a modern, safe, and aesthetic interior solution.
As part of Mohawk Industries—a global leader in flooring with over 130 years of manufacturing history—IVC Group produces over 180 million square meters of flooring annually across Europe and North America. To expand its footprint in residential and semi-commercial segments, the company set out to launch a dedicated consumer sub-brand: IVC Home.
The strategic challenge lay in navigating deeply contradictory consumer perceptions surrounding linoleum. While valued for its affordability and practicality, the material was often viewed as low-end, short-lived, and uninspiring. IVC Home needed to shift this narrative, presenting its product line as an eco-conscious, safe, and cost-effective way to elevate living spaces without sacrificing design. Mildberry was tasked with creating a comprehensive visual identification system to build this emotional connection.
Building an approachable visual identity around human values, simplicity, and modern interior aesthetics.
Mildberry created a brand identity that replaced functional, industrial messaging with a warm, consumer-focused visual language.
We designed a visual language that speaks directly to home life. The identity emphasizes accessible values—comfort, reliability, and everyday well-being—replacing clinical product specs with clear, emotional touchpoints.
We created a clean, contemporary design system built on comfortable minimalism. By utilizing simple graphic structures and refined visual balance, the identity reflects the brand’s focus on effortless style, elevating linoleum into a modern and aesthetically appealing interior solution.
A clear, emotionally resonant brand platform that repositioned IVC Home in the consumer retail space.
Mildberry established a flexible brand system that bridged the gap between IVC Group’s industrial scale and the warm, personal needs of individual homeowners. By focusing on clarity, safety, and modern aesthetics, the new identity helped IVC Home stand out in a crowded building materials market.
The brand system gave IVC Group an engaging, consumer-ready entry point for its residential lines, proving that functional building supplies can build lasting emotional resonance through thoughtful design.
