British Ceramic Tile

_the challenge


Although British Ceramic Tile is the biggest tile manufacturer in the UK, its identity as a leading ‘brand’ was largely unrecognisable by the consumer. In an industry that remains largely undeveloped in terms of brand, consumers tend to be inadequately informed, and reliant on tilers and retailers when making choices from an often bewildering array of products.


Our challenge was to create an engaging consumer facing brand that offers inspiration and unrivalled expertise as well as redefining how consumers shop for tiles.

_our strategy


Building on existing research and a pre-defined brand proposition; ‘We obsessively focus on every little detail giving you the confidence to do amazing things with tiles’, we completed a consumer validation programme before comprehensively redeveloping the brand. We refined the existing logo and developed a compelling tone of voice to promote and strengthen the personality of the brand. This is encapsulated in a comprehensive brand bible that includes guidelines on design layout, colour, typography, language, media templates and sub-branding.


Finally we distilled the overarching brand proposition to ‘Obsessively Original’ which now forms the basis of an ongoing ATL campaign.

_our role


As lead agency, we’re responsible for ensuring that all communications are on-brand. We continue to lead strategic and creative development and have undertaken further research of the market to help monitor the impact of the BCT brand. We carry out bi-annual brand tracker research that allows us to take a ‘test, learn and refine’ approach to ensure the brand continues to move forward. And, we were all thrilled when the we saw a 12% increase in prompted brand awareness between our first and second wave of research, following the first burst of brand activity.

  • Market Research – Qual & Quant 

  • Discovery & Direction Workshops

  • Retailer Prospecting Strategy 

  • Brand look & feel

  • In-store POS

  • Brand bible

  • Tone of voice

  • Internal training

  • ATL print campaign

  • Product launches

Prompted brand awareness increased

from 26% to 38% in six months

Well and Truly’s collaborative approach is like having an extended team. Laura has built up a solid understanding of our business objectives and offers strategically sound solutions that challenges conventional thinking. The proposition development they delivered for our mixer category was an invaluable contribution to a vital project. They are flexible, 100% reliable and a pleasure to work with.

Jayne Adamson

Head of Marketing