Livos Canada: a brand image “au naturel”

Case study

The marketing case

Livos Canada is the Canadian distributor of an international brand based in Germany that sells all-natural wood stains, finishes and paint.

Over the years, the company’s brand image became pieced together by various local designers and promo material from the head office – sometimes available only in German. Colors, fonts, pictures: nothing could tie the brand image together and give lasting impact to the message.

Some rebranding work brought a deeper message and a more cohesive design to the brand.

The creative work

Minor adjustments to the original logo allowed for better visual hierarchy. The rebranded Livos Canada logo is now better-integrated as a structured shape, while the positioning statement Natural wood stains and finishes sums up the company’s purpose.

Communication tools feature blades of grass as a recurring visual element. Combined with a mostly green and cream color palette and a soft, rounded font, the elements create a brand image with a peaceful, natural mood. The corporate brochure shows furniture in the middle of an open field, which further highlights the products’ natural origin. The different graphic items leave plenty of white space, to showcase the fibery FSC-certified recycled paper on which they’re printed.

In order to properly present the company’s numerous products and massive amounts of information, a new website using complementary navigation levels was designed. Products can be sorted by name, category or project type.

Marketing success

The rebranding exercise allowed Livos Canada to have a professional image of its own – not a confusing mish-mash of German and homemade communication tools. The new brand image made it easier to convince retailers to display POP materials.

Over 60% of the website’s traffic comes from search engines (which is excellent).The new website was designed to obtain maximum SEO results on niche keywords. For example, as of writing this article, Livos Canada holds the first, second and third positions on a Google search for huiles écologiques, which produces over 2.5 million results. People spend an average of 4:20 min. on the website (a terrific stat considering the web’s short attention span) , showing users feel strongly engaged by the rich content. Over the last year, more than 50% of the website’s traffic was from new visitors.