Building a brand for Wienerberger’s new best-in-class roof tile
Wienerberger, Europe’s leading manufacturer of roof tiles and the world’s largest producer of bricks, enlisted Monitor’s expert team to develop the new product name, market messaging and positioning of a revolutionary new tile brand.
Bold ambitions
Wienerberger’s roof tiles are regarded as the industry’s best, with more than 200 years of reputation built on quality. So when introducing a new addition to its product line, cost-effective yet ultra-thin, the challenge was to maintain that reputation, capture attention, and stand apart from competitors while still conveying both premium quality and practical performance.
Our first task was to develop a name and identity that delivered on those ambitions in a way that was memorable, easy to pronounce, and commercially viable. We explored a range of ideas, from geographical associations to Latin roots and qualities tied to excellence.
The chosen name, Danum, was inspired by the Latin word for Doncaster, home to the factory where the tile is produced. This not only created a clear heritage link but also evoked strength and authenticity. Rigorous trademark checks ensured the brand was fully protected and ready for commercial use.
Full campaign development
With the name and identity in place, our focus shifted to creating powerful campaign concepts. Our aim was simple: to showcase the product in a way that highlighted both its high-quality production and real-world performance.
The chosen campaign line, Premium Meets Practical, perfectly captured the dual strengths of the Danum tile. We then built a comprehensive suite of assets to bring the campaign to life, including:
- Sample boxes for merchants and distributors
- Adverts and flyers for targeted campaigns
- Product data sheets for technical audiences
- Pull-up banners for trade events
- Installation guides to support roofers and contractors
- Branded email signatures for consistent internal and external comms
Every asset worked together to deliver a cohesive, high-impact campaign that reinforced the Danum brand across every touchpoint.
"It was such an honour to be part of the project right from the name-generation stage. Starting there allowed us to shape a brand story that flows naturally into every detail of the product’s identity."
Cheryl McMillian, Creative Director, Monitor Creative
A well-received and successful launch
Senior executives at Wienerberger were delighted with the Danum launch, which quickly established a robust, premium brand identity with clear commercial potential. The name and accompanying visuals successfully work together to ensure a lasting connection to the tile’s heritage and positioning.
Through the Premium Meets Practical campaign, we delivered a consistent and compelling message across all customer and stakeholder channels. The result was a tile brand positioned for long-term recognition, growth, and success in a highly competitive market.
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