bruce redefine flooring design

AHF Products partnered with WFM to develop packaging, creative, and messaging to help Bruce, an iconic American flooring brand known for quality hardwood, redefine LVT flooring to bring high performance flooring to every room in the home. While capitalizing on established brand recognition, WFM expanded Bruce’s existing icon system, bringing  it to the forefront to better educate consumers on the benefits of installing Bruce reDefine flooring. WFM highlighted the innovative scratch and abrasion resistance technology unique to the product through name generation (DuroDefense) and logo development. Finally, to further emphasize the product’s positioning as the “Less time. More value” flooring option, WFM created an enhanced feature/benefits cross section illustrating how each layer of flooring material delivers on durability, value and ease of installation.