Consolidation Through Clarity

How we rebranded Stanton Carpets to reflect their evolved product portfolio.

Stanton Carpets had acquired multiple brands and expanded beyond flooring into LVT, porcelain tile, outdoor surfaces and fine hardwoods. Their original name no longer reflected what they actually offered. They needed a brand identity that spoke to their full scope of products and premium positioning.

Crobar started with research. We interviewed sales reps, retailers and internal teams to understand how they actually operated. The recommendation was clear: rebrand as Stanton and organize the acquired brands into distinct categories underneath.

A competitive analysis of luxury brands informed our strategy. The strongest luxury brands don’t clutter their identity with product descriptions. They create something clean, intentional and instantly recognizable as premium. So we dropped “Carpets” entirely. The new name, Stanton, positioned them as a premium lifestyle brand rather than a single product category.

We created a refined logo system, developed tone of voice guidelines and made sure every touchpoint communicated that same premium positioning. Then we created visual graphics and supporting materials for the modular display system that rolled out across their retail locations. Everything worked together to present one unified, premium brand.

The result: retail placement increased by 15% with the new system. They sold out of their displays. And they finally had one clear voice in the market.

Leveraged Creative:
• Brand strategy and competitive analysis
• Logo and font system
• Tone of voice guidelines
• Retail display graphics and supporting materials