Vetrazzo and Fine Design Group Launch a New Brand With a Sustainable Story

Posted in Work — May 21, 2007

SAN FRANCISCO, CALIFORNIA – Vetrazzo and FINE Design Group announced the launch of Vetrazzo’s new website at http://www.vetrazzo.com today, completing the core communication elements of a new brand that will raise the bar for premium green building products.

"The message of our brand is that recycled products can be more than just good, they can and should be gorgeous as well,” says James Sheppard, President of Vetrazzo. “People are drawn to Vetrazzo because of its beauty – each piece is literally unique, a work of art. Even more important, owners of Vetrazzo feel good about their choice because 100% of the glass we use is recycled, so Vetrazzo’s also great for the environment.”

Vetrazzo’s brand and products will entice the architecture and interior design community, as well as homeowners looking for distinctive kitchen and bath materials. Core elements of the overall brand strategy developed with FINE are the distinctive Vetrazzo mark – a type treatment that echoes the appearance of the recycled surfaces – along with a website that creates a venue for the narrative behind their products. Print materials and other outreach are in the works.

“At FINE, we love telling great brand stories,” says Kenn Fine, Creative Director at FINE. “And because Vetrazzo tracks the history of the glass used in their product, there’s truly a story in every Vetrazzo surface. So, if a picture's worth 1,000 words, and there are 100 images on the site, and we assume a good story requires 100 words, the site therefore contains no fewer than 1,000 stories! Check the site and do the math - you’ll see why the Vetrazzo brand is so compelling.”

A new brand that will raise the bar for premium green building products.

About Vetrazzo: Vetrazzo, LLC transforms recycled glass into artful surfaces for home or commercial applications including countertops, tabletops, and more. Invented in 1996, Vetrazzo surfaces are made with a patent-pending formulation that is 85% glass. All of the glass used in Vetrazzo is recycled, and it comes from a wide variety of sources including traffic lights, windshields, and beverage bottles. Vetrazzo is made in the U.S., with company headquarters in Richmond, CA. For more information, visit www.vetrazzo.com.

About FINE: Founded in 1993, FINE is a design and communications firm with offices in San Francisco and Portland and a worldwide stable of talented design and technology collaborators. The award-winning firm has gained notoriety for combining technology and strategy capabilities with traditional design expertise to help clients differentiate and dramatize their brands through web, print, and corporate identity projects.

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