New Marketing Strategy for Hanwha
ATLANTA – Hanwha L&C l Surfaces is putting some life – literally – into its hard-surfaces brands.
“Live Beautifully” is the new tagline HanStone Quartz, with the product branding drawing “inspiration from the joy, freedom, and passion found in everyday life,” according to a statement from the company.
HanStone’s recently released marble look Boutique Collection was the first step toward being a more lifestyle-centric brand. The brand also received a freshened logo with the “Live Beautifully’ tagline.
“‘Live Beautifully’ is more than just physically living in a beautiful space but is a call to live an authentically beautiful life,” said Mark Abbas, Hanstone Quartz marketing director. “At best, HanStone is merely a backdrop that plays just one small part of a beautiful space and a beautiful life.
“Our new branding reflects HanStone’s commitment to understanding the designers and craftspeople whom we serve and their desire to create beautiful, meaningful spaces. Our focus going forward is on our brands, rather than our corporate entity. Our brands and our people are the true and meaningful connection we have with our customers and design professionals.”
To bring this new identity to life, the HanStone website will receive an updated, lifestyle-focused aesthetic, shifting away from a product-centric presentation. In addition to an update website, HanStone has also launched a new brand video.
The new Hanex Solid Surfaces branding includes a revamped logo featuring its signature color, orange. This rebrand also welcomes a new tagline: “Elevate Life”, reflective of the brand’s goal to enrich the lives of the people who live, work and play in those spaces by understanding what really matters, beyond aesthetics alone.
In addition to these rebrands, Hanwha L named Michael Talbot as product design manager. As a licensed interior designer who has designed many successful product lines for residential and commercial interiors, Talbot is tasked to translate design trends into bold new colors.
“Bringing Michael on board is a testament to our focus on our customers, giving them what they want and need while leading them to new places and ideas they maybe hadn’t even thought of,” says Abbas.
Hanwha Surfaces, based in Atlanta, sells and markets high-quality surfacing products; HanStone Quartz is the company’s flagship product that led to the opening of a state-of-the-art 200,000 ft² manufacturing facility in London, Ontario.
Hanwha Surfaces is the North American subsidiary of Hanwha Living & Creative (Hanwha L&C), a South Korea based corporation.
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