Make a SOLiD flooring decision
CLIENT
SWISS KRONO Group
SERVICES
Brand style development
INDUSTRY
Wood processing
Success at a glance
With the brand style development for SWISS KRONO’s new FOURTEEN SOLiD product line, we have successfully differentiated the product in the competitive environment. In collaboration with Marius Streb from LumifAI, we conducted a precise target group analysis, which enabled us to clearly focus the flooring on sustainability and eye-catching design. The use of bright colors in the packaging design and logo gives the product a unique identity that makes it unmistakable both on the shelf and in the saturated market.
30+
Needs and values analyzed across four generations
14mm
translated into one story
68%
purchasing decisions are influenced by specialist planners
The challenge: a floor covering that shakes up the market.
With FOURTEEN SOLiD , SWISS KRONO aimed to develop a floor covering that is not only functional but also inspires confidence through its strength and sustainability. The challenge was to create a brand style that stands out in a saturated market and clearly distinguishes itself from the competition.
It was particularly important to create a modern yet emotionally appealing look that would gain the trust of the target groups — a target group that had previously been identified through precise segmentation with Marius Streb from LumifAI and a target group analysis with TrendsActive had to be determined. The formative years that shaped the target groups gave us valuable insights into their needs and expectations.
Our approach: Emotional communication and differentiation
Through a precise target group analysis, we identified that the main target groups of FOURTEEN SOLiD – Generation X (45–59 years) and Young Boomers (60–65 years) – place particular value on durability, sustainability, and ease of use. Based on this, we developed a product that impresses both visually and functionally with a thickness of 14 mm, 80% wood content and SynchroPore technology.
For the design, we analyzed the formative years of our target groups: the young boomers were influenced by pop art and protest movements in the 70s, while Generation X was shaped by MTV and the iconic 80s style in the 80s. From this cultural DNA, we developed a color and design language that is loud, bold and edgy—perfectly suited to a product that is extra thick, extra durable and extra robust.
These bright, contrasting colors make the floor lively and eye-catching—a statement compared to conventional, often monotonous floor coverings.
From pop art to MTV: design from the cultural DNA of our target groups
Our choice of colors was particularly striking. While the market continues to focus on neutral and often boring tones, we deliberately drew on the visual codes that have had an emotional impact on our target groups: the expressive colors of the pop art era and the powerful neon colors of the 1980s.
Why should floors always be neutral? With bold colors, geometric shapes with edges, and an eye-catching design, we have given the floor a unique identity—a statement that reflects the youthfulness of our target groups and stands out not only on the shelf but also in a saturated market.
Bold, loud, unforgettable: How the 70s and 80s became brand identity
FOURTEEN SOLiD has thus become a brand that immediately catches the eye and sticks in the memory thanks to its vibrant colors and clear, angular design approach. This choice of colors is rooted in the cultural experiences of our target groups and not only emphasizes the modern design, but also reinforces the robustness, sustainability and trustworthiness of the product—values that offer added value, especially in uncertain times.
The result: a product with attitude and character
With clear and emotional communication (“Extra thick, extra strong”) and bold design that stands out thanks to bright colors inspired by the 70s and 80s and clear shapes with corners and edges, we have positioned FOURTEEN SOLiD as a strong, modern product. The target groups can identify with the sustainable, durable and aesthetically appealing characteristics that reflect their own formative years.
The success story
Thanks to its precise, generation-based targeting, the use of eye-catching, culturally anchored colors and an emphasis on durability and sustainability, FOURTEEN SOLiD has successfully differentiated itself in the market. The flooring is not only a functional product, but also a statement that reflects the cultural identity of the target groups, meets their needs and strengthens confidence in uncertain times.
“With IDEENHAUS, we have developed a brand style that perfectly reflects the innovative strength and quality of FOURTEEN SOLiD. The collaboration was very inspiring and productive from the very beginning.”
Fabian Koelliker
Head of Group Marketing,
SWISS KRONO GROUP
