BGN has delivered a suite of strategic brand work for Gemini Worktops.
The project has seen BGN evolve Gemini Worktops’ brand architecture, including a move away from its traditional ‘masterbrand’ approach into a more product-specific portfolio to support its business growth. The core aim is position Gemini Worktops as a ‘house of brands’ as it looks to develop different products with individual identities over the coming years.
The first phase has included developing an initial three new brands – two of which are now live. The first is Minerox – a next generation in hybrid mineral stone. These surfaces are handcrafted in the UK by Gemini Worktops’ expert stonemasons, bringing four generations of artisanal experience to every single project.
The second is Stonelore which uses IngrainHD – the revolutionary digital printing technology exclusively employed in Stonelore that transforms engineered stone into works of art. This cutting-edge innovation ensures that selected bold, high-definition patterns run through the full body of the stone, creating an unmatched level of depth and durability.
BGN was responsible for the naming, visual identities, and verbal identities of Minerox, Stonelore, and IngrainHD. Alongside these projects, BGN has also enabled the main Gemini Worktops brand to strengthen its overall D2C model.
Gemini Worktops is based in York. Part of a fourth-generation family business that has been a pioneer in UK stonemasonry for almost a century, it draws on a long tradition of innovation and craftsmanship to create the world’s most exquisite stone surfaces. It is the only company in the UK that designs, sources, makes and installs its own stone surfaces and offers nationwide installation.
Gemini Worktops prides itself on being a transformer of the market as it takes engineered stone worktops, a product that is traditionally viewed as a luxury, and makes them directly accessible to consumers. Its primary audience is savvy home renovators who are looking for the best deals but without compromising on quality.
Antonio Giansante – managing director at BGN – said: “I love nothing more than when a brand wants to stick it to the mainstream and Gemini Worktops are doing just that. This category has been crying out for disruption, and we are excited to be part of Gemini Worktops’ mission to cut out the middleman and provide exceptional value. The technology behind the new Stonelore range is especially exciting and game-changing as it gives customers the chance to have a truly luxury product at a really competitive price.
He added: “By taking a strategic and brand specific approach, we have been able to clearly demonstrate how Gemini Worktops is disrupting the dominance of large retailers and offering real choice.”
Matt Rotherham, CEO & founder at Gemini Worktops – added: “BGN has done a fantastic job with this latest phase of our brand evolution. For us, high quality, exceptional craftsmanship and meticulous details are the pillars of what we do. Thanks to BGN’s creative and strategic approach, I am confident more consumers than ever will understand that owning a luxury engineered stone worktop is an easy process and is no longer too expensive or a complicated direct purchase. By eliminating huge markups and simplifying the buying process, we make luxury accessible and straightforward, allowing people to enhance their homes with high-quality, beautiful worktops.”
