Over its 60 years of operation, the Bélanger brand has understandably navigated through various eras, expanding over time its comprehensive portfolio of faucet products for retail, professionals, and designers.

The only and most important constant: the superior quality of engineering and craftsmanship at every stage of product development. The strategy and highlight of the company’s differentiators were based through the repositioning of Bélanger in its various markets, along with a complete reorganization of the brand’s architecture, storytelling and visual territory.

A series of interviews with various stakeholders of the company, partners in the three target markets, combined with an in-depth analysis of trends and competition made it possible to properly showcase the quality of the offering, strengths of products and services, as well as business opportunities for Bélanger. Two strategic positions naturally emerged following the analysis of the collected data, from various workshops to engaging discussions with the Bélanger team. From the final selected direction led began the development of a distinctive visual and textual identity platform, allowing Bélanger to strengthen its overall value proposition, by market and by product range.

The addition of the tagline "Remarkable Faucets”, combined with the slogan "Lines, Curves, and Movement," the unique naming of the three product ranges as "Pro, Essential and Experience," and a tailored storytelling for each market elevates the brand and its narrative to a whole new level. It goes beyond selling simple products, sharing a unified vision and promise throughout its communications and touchpoints. A Unique Visual and Textual Platform The result is a modern identity, inspired by the world of interior design, reflecting simplicity, quality and attention to detail, inherent in the understated and distinguished experience offered by Bélanger. A brand and content guide then becomes a reference, rallying the company’s entire communication and sales team behind this vision.

Furthermore, a brand and content guide becomes a reference to rally the entire communication and sales team of the company behind this vision. A digital makeover was necessary to complement the identity. The goal was to provide a renewed experience through a meticulous UX/UI design, a seamless brand narrative, a deep dive into the three product ranges and an efficient product catalog.

Built on Craft CMS and Craft Commerce technology, the suggested digital platform offers the best of both worlds in terms of beauty and functionality. Autonomous content and catalog management by the company, the ability to launch exclusive online collections and elegant animations enhance the overall website experience.

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Content taken from Leeroy