New Product Launch
Introducing a New Style of Ceiling Design for the Luxury Home Market
Launching an inventive new product line can be challenging even when you are a global leader in the category. Well known for suspended ceiling products, Armstrong® Residential Ceilings wanted to push the market beyond standard flat white paint or drop ceilings with its new luxury line, which were designed to create the look of antique tin ceiling tiles.
Armstrong reached out to Fresh Creative to help them launch this new product by creating a comprehensive identity program to target an upscale audience of interior designers, architects and consumers. Building on their expertise in the luxury home products market, the Fresh Creative team developed the trademarked name Metallaire® to communicate the intrinsic material difference in the product line and convey the luxury positioning of the product.
With a new name and strategy in place, Fresh Creative developed a comprehensive branding campaign for the launch of Metallaire, including a new logo, retail catalog, brochure, packaging and point-of-purchase signage and displays. After its successful launch, Armstrong expanded the Metallaire line with new finishes and new uses, such as backsplash installations, enabling it to increase the line’s presence in the residential home finishes market.