Flexovit is the leading European abrasives consumer brand owned by Saint-Gobain Abrasives.
It was their aim to change from a country-autonomous, product-led business – to become a unified pan-European, brand-focused organisation. With this in mind Midas was asked to undertake the creation of a pan-European proposition for the relaunch of Flexovit.
We positioned Flexovit as the brand trades people would recommend to DIYers: a good quality product and simple to use with a comprehensive product range to suit every abrasive requirement in DIY.
The initial challenge was to create a design style and message structure that would clearly communicate a number of messages about the product, using 16 languages, as well as create clear and impactful packaging.
We decided to use as little language as possible – so used imagery to get across the brand proposition as well as product, substrates, machine type, quantity, grit and any other technical information.
The design style is bold and uses the brand symbol and colour to create recognition and differentiation at point of sale.
Touchpoints were analysed and a range of external and internal communications were developed for the relaunch across Europe.