Building a flooring brand from scratch

The challenge

Bevora was a waterproof flooring product with no name recognition, no voice and no look, entering a market where buyers were used to tiles and wood. The brand had to be built from the ground up and stand out in a social feed.

Building the brand

Before any post went out, the team set how Bevora would look and sound.

• Voice: calm, confident, a little witty, and always plain. Bevora talks about spills, muddy shoes and monsoons, not technical specs.
• Look: black, white and gold, a wide-spaced serif logo for a premium feel, and bold condensed headlines.
• Structure: one benefit per post, with the same sign-off line and hashtags every time, so the page was recognisable at a glance.

The work

Three series, each with a clear job.

• #TheFloorStories: benefits as tiny stories. Four-line rhymes on a dark, gold-accented template, each ending on one product benefit.
• Benefit posts that answer objections: one promise per post. Waterproof for kitchens and bathrooms, "Say no more to tiles" for cracking, UV resistance, click-together fitting, and "Let wood have its home, while you have yours" for the eco angle.
• #FloorTheFuture and seasonal posts: Bevora in Indian life. Monsoon picnics on the floor, muddy shoes, termites in the rains, and an Eid greeting built around sharing a meal on the floor.

What this looks like for you

A new product needs a voice before it needs posts. Set how you sound, how you look and what each post is for, and every post after that is easier to make and easier to recognise.