Ceramica Iași, Brikston
Brikston — a name built from brick and stone
Ceramica Iași had made bricks in Iași for decades, but bricks were sold the way commodities are — in bulk, anonymous, bought on price. When a private-equity fund took over in 2007, the ambition changed: turn a humble building material into a branded, premium product, just as the market was beginning to brand things once sold faceless. Brandient was commissioned to redesign the corporate identity and to create a product brand.
The name had to carry the product’s real, measurable superiority — a brick with exceptional compression resistance, rated to bear 140 tonnes, far beyond the required standards. Brikston, coined from the Anglo-Saxon brick and stone, says exactly that — a brick as solid as stone — while reading almost like a surname, lending an industrial product a reliable, human face. It was chosen from an extensive naming exploration spanning Greek, Latin, Romanian and English roots.
The identity is built for heavy duty: a massive, angular wordmark and a 3D visual paradox that reads at once as the blueprint of a room and the outline of a brick, with stencil-style breaks that signal industrial resilience.
The brand outgrew its brief. Brikston’s market share climbed from about 6% in 2008 to roughly 17% by 2014, and the branded bricks came to account for the great majority of the company’s revenue — so much so that in 2015 the parent company itself took the name, becoming Brikston Construction Solutions. The product brand Brandient created had become the company.
Client:
Ceramica Iași
Industry:
Manufacturing and Industrial
Project type:
Rebranding — Brand Repositioning
Date:
2007–2008
Services:
Brand Name, Narratives and Voice · Logo and Visual Identity Program · Corporate ID Program
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