Launching a commercial restroom collection with designer roots.
CHALLENGE: Define the brand identity and deliver a cohesive set of marketing and sales presentation materials to launch Branch & Vine, a new line of high-end, style-centric commercial restroom essentials from Cintas. The materials had to wow new prospects yet stand the test of time.
IDEA: Embrace the visual and messaging potential of the Branch & Vine name – and the line’s use of natural forms, finishes and fragrances – to create a lush, nature-inspired look and feel for the launch materials.
STORY: Cintas is an industry-leading commercial uniform and supply company whose restroom supplies have traditionally scored high on functionality and durability but weren’t always compatible with style-forward spaces. That made it a challenge to connect with many independent businesses, such as restaurants and smaller offices and retailers who embrace contemporary design.
The solution? Create a more modern, versatile, and upscale line, one that would allow clients to create elevated experiences while lifting the burden of sourcing and maintaining premium restroom products and dispensers.
First impressions are everything – we needed to arm the sales reps with launch materials that would set them up for success when presenting the new collection.
The Branch & Vine collection takes its cues from nature, including soothing bamboo, texture-rich lava rock, elegant marble, and warm amber glass.
This inspired an integrated campaign and sales materials featuring stunning images of natural elements and textures, along with engaging messaging, to underscore the line’s sophisticated, organic, and home-like feel. Highlights included a 56-page Look Book and Demo Box that gave the new line proper importance.
The response from the field has been extraordinary. Sales reps are said to be “obsessed” with the materials. And naturally, so are we.