When Mohawk wanted to reposition and relaunch their top-of-the-line laminate flooring, they came to us.
Before diving in, we spoke to consumers to find out what they wanted in a wood floor.
We discovered that consumers want it all.
All things considered, their first choice would be to install solid hardwood.
Justifying the cost of hardwood is difficult, especially after considering performance limitations - particularly with water, durability, and resiliency.
In the end, they love the cache of solid hardwood, but understand the trade-offs and are willing to accept an alternative.
That got us thinking.
What if consumers knew that Mohawk had engineered a wood floor that:
Performs better than hardwood?
Has an aesthetic as close to solid hardwood as anything ever made?
Meets their budget?
The beauty they want.
The performance they need.
At an affordable price?
That would be revolutionary.
Our solution elevated their laminate wood and revived a stagnant product category.
In addition to the brand identity, we also created their launch campaign, sales tools, and point of sale materials.
RevWood Plus was the most successful product launch for Mohawk in the past 5 years.
Laminate sales have increased nearly 40% in one year with no indication of slowdown.