Portfolio

VIA

How to stage the worlds’ most beautiful tile collection

VIA is one of our favourite clients. The company from Bacharach on Rhine is continuing its long tradition of creating cement mosaic tiles with beautiful success. And VIA’s owners have relied on our brand-design expertise for many years.

VIA is one of our favourite clients. The company from Bacharach on Rhine is continuing its long tradition of creating cement mosaic tiles with beautiful success. And VIA’s owners have relied on our brand-design expertise for many years.

THE TASK

Our team was asked to stage-manage the brand in the extensive VIA product catalogue. This required not only creation of a basic layout for the product pages, but also image concepts for section spreads and particular products. The overall goal was to produce a 280-page compendium that invites readers to discover the life-enhancing attributes of cement mosaic tiles, terrazo tiles, and VIA’s chalk colors. In addition to all relevant product information, the catalogue includes views of VIA customers’ living spaces, to document the in-home beauty of the company’s tilework.

THE CONCEPT

Our conceptual focus was on emotion and haptics, to make living with VIA’s products a lively, authentic, and tangible experience.

THE CATALOGUE

The catalogue’s format and cover are derived from a VIA cement mosaic tile: square with embossing on the reverse.

With atmospheric images, we presented the VIA alphabet, from A (for architecture) to Z (for Zehn mal Zehn = 10 x 10 = tile proportion in centimetres). We also selected props to compose still-life visuals with retro quotes – old advertising letters, for example.   When we created the product pages, we established a balanced relationship between designed and non-designed spaces. In this way, the photographic views (into customers’ rooms) provide a strong visual presence. Production of our layout was done by VIA designer Sabine Barry.

With numerous photos as key design elements and a selective use of typography and color, the result is an unconventional catalogue that is not limited to factual information. It is a lookbook that inspires excitement about VIA's products.

INTERACTIVE DESIGN

Q was also involved with transferring the VIA world to the web: With emotional stories and thematic collages, we communicated the pleasant ambience of the multifaceted product range.

PACKAGING DESIGN

In addition to a great range of cement mosaic tiles, VIA’s product range includes wonderful colors on a natural chalk base. (We put the colors on our agency’s walls and were ravished by the quality and variety of the colors. Visit us and experience it first hand!) For design of the color buckets, the client didn’t have to twist our arm. Our work included creation of color-swatch books.