making noise for a new acoustic tile brand
Genesis Products partnered with Interrupt to launch Qwel™, a designer acoustic tile brand created to balance bold aesthetics, sound control and affordability. The goal was to help architects, designers and builders see acoustic ceiling tiles as more than a functional necessity by positioning Qwel as a modern design solution for commercial interiors.
Strategy
the challenge
Generate interest among architects, designers and builders for eco-friendly acoustic tiles that have opened new possibilities for bold designs with acoustical benefits.
our process
Create a smart, memorable name that intuitively conveys the product benefits. Then build out a fun, energetic product brand identity that complements the overall Genesis brand.
the results
Brand positioning and vision that boldly expresses the tiles’ design and noise reduction benefits, while building synergy across numerous launch elements.
product naming
Qwel checked all the boxes
Clear in its meaning and unique in its spelling, the Qwel name suggests both quiet and wellness in one modern and elegantly simple name. A memorable way to introduce and spark interest in the new brand.
branding
design, meet affordability
When specifying acoustic tiles, the options had been high-end (read: expensive) acoustic tiles or traditional (read: cheap) flat tiles. Enter Qwel, with impressive style and performance at an attainable price point.
Brand Pillars
Brand Icons
Iconic graphic elements, capturing quieting themes such as diffusing, dimming, and dialing down, visually reinforce the brand’s acoustic benefits to end-users across various marketing materials.
VP Marketing & DevelopmentWe gave Interrupt the details and they created a value prop system that delivered on the benefits, resonates with our audience, and tells our story in a simple, yet eloquent way. Well done!
Advertising
website
sample box
samples that build specification confidence
Mini versions of actual Qwel tiles provide architects the opportunity to touch and see the products in real life, building confidence in specifying them for projects.
ready to be uncomfortable?
If you're ready to push beyond the status quo, we're ready to get to work.