VECCO

Custom rug design & decor brand

Creative Direction, Brand Storytelling, Retail Packaging, Retail Display, Product Design, Product shoot, & Marketing Collateral

Background

Vecco is a revolutionary new painting technique to personalize custom rug designs without ever making a mistake.

Client: S.C. Johnson

The Strategy

Vecco as a product stood in a category of its own. This created a unique problem when trying to launch a product that can be a bit complicated as well as unfamiliar to consumers. To that end the "DIY Rug Décor" tagline was created to quickly and simply explain the product. This began the launch of a brand campaign which included digital, video and social components.

Each execution was slightly different in its tone and target audience. Through this process we were able to identify the best niche market and refine the brand.

A young girl with curly hair sitting on a colorful floral rug, playing with a pile of small, colorful toys or beads inside a room that has wooden furniture and a chalkboard.
A dog standing on a patterned rug in a bright living room with large glass doors, a mustard-colored sofa, a large houseplant, and a wooden chair.
Assorted Vecco brand color cosmetics or lip balm sticks with colorful caps and labels, arranged on a surface with a polka-dot background.
Person using spray paint to decorate a grid on a piece of paper with colored circles inside holes, with additional colored circles on a patterned carpet nearby.
DIY craft supplies on carpet including paper stencils with reindeer and snowflake patterns, a basket of markers, and crafting tools.
A woman kneeling on a wooden floor, holding a can of carpet cleaner, working on a colorful polka dot rug.
Person sitting on the carpet using a vacuum cleaner on a colorful polka dot rug.
Sunlit room with beige and white chevron patterned rug, potted plants on a painted wooden bench, a children's bicycle, and decorative letters spelling 'GARDEN' on a large window with patterned curtains.
A woman cooking on a stove in a bright kitchen with light wood cabinets, a colorful circular-patterned rug, and a staircase in the background.
A corner of a room with wooden floors, a light green patterned rug, a pair of black sneakers, a white watering can, a weathered pale green wooden bench with potted plants on it, and a tall potted tree near a window with patterned curtains.
A woman sitting on a window seat in a bright bedroom, reading a magazine. The room features a bed with a light blue blanket, a striped rug, a wooden desk, and various decorative items.
A young girl lying on her stomach on a colorful circular rug in a bright, cheerful bedroom, drawing or coloring in a notebook. The room has a bed with floral-patterned sheets and layered pillows, a white cabinet with decorative items including a lava
Close-up of a patterned textured rug with geometric shapes in shades of green, beige, and white.
Vecco logo featuring a stylized dandelion in a brown square with the brand name Vecco to the right.
Comparison chart of primary and secondary typefaces, showing examples of uppercase and lowercase letters, numbers, and symbols in various weights.
Infographic showing three color swatches with percentages: red at 60%, light green at 30%, yellow at 10%, labeled with Pantone codes and color information, and a horizontal color palette ratio bar.
A colorful abstract image divided into four sections with blocks of red, light blue, yellow, white, and brown.
Woman kneeling on a rug with a paint spray can, demonstrating a product in a home decor setting.
A woman with red hair in a light-colored sweater and gray jeans standing barefoot in a bright kitchen, cooking on a stove.
Open magazine featuring a woman smiling and lying on the floor, with colorful polka dot rug and wooden surface visible.

SELL-IN TO MAJOR U.S. RETAILER

To fully succeed, Vecco needed to be in-stores-not just rely on ecommerce. We were an equal partner in helping them explore, pitch and eventually succeed in finding shelf space. Vecco is currently in three major U.S. test markets for Michael's craft stores.

Display of carpet dyeing products in a store, including a rainbow-colored carpet stencil, spray bottles of colorant and lock, and a rainbow-striped rug samples.
Screenshot of a website titled VECCO DIY Rug Decor showing a woman sitting on the floor with her legs crossed, surrounded by colorful pillows and a white bookshelf. The website offers information about rug projects, products, ideas, and customization
Computer screen displaying the VECCO rug decor website with project gallery images of decorated rooms and rugs.
Computer screen displaying a webpage for VECCO DIY rug decor, featuring stencil products like Blankety Blank, Dainty Daisies, and Damask.
Computer monitor displaying a website for VECCO, a company that offers DIY rug decor products, with a homepage showing a child playing with a dog on a rug in a room with wooden floors.
Screenshot of VECCO DIY rug decor website showing home page with a living room image, navigation menu, and a red button labeled 'See VECCO in action'.
Online decorating store website homepage featuring spray paints and color samples.
A website on a computer screen for Vecco, a company specializing in rugs and carpet fibers, with a large image of a relaxed tabby cat on a rug, and navigation links on the left side.
A dining room with a rustic wooden table, white chairs, a wooden hutch, a patterned rug, a glass vase with branches, a bowl of apples, a white owl-shaped vase, and stacked white plates.
A rustic wooden dining table with white modern chairs, decorated with a tall glass vase of twigs, a white owl figurine, stacked white plates, and wine glasses, set on a patterned rug in a well-lit room.
A dining room with a wooden table, white modern chairs, a green and blue patterned rug, and a wooden cabinet in the background. The table has a vase with branches, a bowl of fruit, white plates, a ceramic owl, and three wine glasses.
A dining room with a rustic wooden table, white modern chairs, a large vase with bare branches, a bowl of fruit, a white owl figurine, stacked white plates, and wine glasses, with a wooden armoire and a decorated rug on a wooden floor.
Dining room with a wooden table, white chairs, a patterned rug, a large glass vase with bare branches, a fruit bowl with apples and lemons, white plates, wine glasses, a white owl-shaped decorative item, and a wooden cabinet in the background.

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