TIENTO
Tiento curate and supply premium tiles from around the world, bringing spaces to life through texture and colour. Run by Justin Mulry (an industry veteran), Tiento had primarily sold direct-to-public and were a delightful trade secret to a select few. When Justin’s partner Kerry came on board, off the back of a successful retail marketing career, things were due for a shake-up. The formidable couple engaged JAC AND to rebrand and reposition Tiento, to appeal to a new target market.
BREAKING NEW GROUND.
It’s no secret that Melbourne is home to many architects and designers, a notoriously discerning clique. Tiento were already well-liked by a few key players in the industry, but there was plenty of untapped potential. With our knowledge of the local A&D sector and Kerry's marketing experience, Tiento now hits the right notes with a new crowd.
STRONG FOUNDATIONS.
Tiento’s diverse range includes porcelain, ceramic, and stone tiles, sourced from Italy, Spain, Morocco, and Japan. The brands they represent supply them with an array of quality content to promote the products. To carry the varied styles cohesively, their own house had to be in order. We designed the Tiento identity to provide a stable base, confident yet not in competition with the represented brands.
MAINSTREAM APPEAL.
Tiento have a long-standing relationship with the public. In repositioning Tiento we were conscious of not alienating their existing audience. While appealing more broadly to the A&D sector, the brand still needed to retain mainstream appeal. Every element is carefully chosen to present a certain level of refinement without intimidation or ego. Design-led yet approachable.
Photos and product images supplied by Tiento.
