Tenon
The Challenge
TCC Materials, a Cemstone subsidiary and leading manufacturer of spec blended construction products, approached Capsule for support in building a brand vessel to contain their latest product line. The newly constructed brand would house one of the broadest selections of quality cements, mortars, sealers, grouts and chemical agents fit for any building project and needed to stand out within the category while also seamlessly blending in with existing TCC product lines.
MEANING
Tenon is representative of an object built to last and intentionally crafted to fit seamlessly together with other pieces.
THE SOLUTION
We took TCC Leadership throughour in-depth strategy process to uncover the foundation on which the brand would be built. We continued to build upon our research and strategy efforts, and developed a brand name that was distinct and aligned with the key offerings and differentiators of the new product line.
With naming complete, we got to work assembling an enduring brand mark, built to last as it was applied across collateral and an impressive range of unique packaging skus. The Tenon mark introduces a signature orange into the category and highlights elements of strength, modernity and upward progression.
