Overview:
StoneClean is a luxury stone care company created from the ground up to become the premier destination for high quality stone cleaning products and solutions in Australasia. Backed by PDA Marble & Granite, StoneClean was established as a new business venture with an exclusive partnership to distribute Fila, Italy’s leading stone cleaning product. With no existing brand, presence or strategy, we were brought in to lead every stage of development. This included naming the business, conducting comprehensive industry research, creating the brand identity, developing a digital platform, and preparing the company for public launch.
Objective:
Our goal was to build StoneClean as a modern, authoritative brand in the stone care industry. From the initial research and brand strategy through to the design of a fully functional e-commerce website, we focused on creating a complete business ecosystem. This included an immersive online experience, a refined customer journey, and a content strategy that educated and engaged users. The objective was not only to take the brand to market but to ensure that it had the tools to scale across Australasia with a strong and consistent presence.
Challenges:
Brand Positioning:
With no existing identity, the challenge was to create a name, tone, and aesthetic that reflected a premium, trustworthy cleaning brand while still feeling modern and approachable for a wide range of customers.Market Complexity:
The stone care category was underdeveloped in the Australian market, requiring a deep research initiative. We produced a detailed 60 page market report covering consumer behaviour, industry revenue, competitor activity, and marketing trends to inform every decision.Digital Engagement:
Creating a beautiful yet practical e-commerce site that could support both education and conversion. This included building custom tools such as a product quiz, while maintaining a strong visual identity across all digital touch points.
Process:
Research & Discovery
Concept & Strategy
Wireframing & Prototyping
Design & Experience
Development & Integration
Testing & Refinement
Outcome:
StoneClean launched with a clear brand narrative, a premium product range, and a strong digital foundation. The website created an elevated customer experience while supporting a scalable sales model for both direct to consumer and commercial clients. With strong visual branding, thoughtful strategy, and a full suite of digital tools, StoneClean entered the market as a category leader and a brand built for long term growth.
Achievements:
Brand Development:
Created the full brand from name to visual identity, with clear positioning, core values, and strategic alignment with its parent company.
Market Insight:
Produced an industry defining research report that shaped the business strategy and identified gaps and opportunities within the market.
Digital Platform:
Designed and developed an intuitive e-commerce site featuring a custom product quiz, optimised user journey, and strong brand consistency across all pages.
