New Grout, Mortar, Stucco Mix Packaging; Fitting, Functional

26 AMX 400A comprehensive re-branding initiative for Amerimix, Oldcastle Architectural’s pre-blended mortar, grout and stucco offering, includes new messaging and a new logo to be incorporated throughout all communication elements. The initiative is part of a sustained commitment towards helping masons and plasterers “build better” with the company’s product line.

Amerimix provides a full line of preblended mortar, core fill grouts and stuccos, as well as specialty cements. Products are engineered and factory blended to precise specifications that meet ASTM standards and take the guesswork out of field mixing. Featuring a bold red color palette, the new logo—designed around a diamond trowel pattern and hints of the company’s silo delivery system—offers Amerimix an easily identifiable mark as the company continues expanding availability across the United States to both new and existing customers. New easier-to-read packaging, with bolder color queues, will aid in the correct application of Amerimix products at the jobsite and provide easier product identification.

According Amerimix Senior Vice President Eric Peterson, the re-branding is more than just a logo, it’s the culmination of an intensive evaluation of the company and how it delivers on the value proposition to its key constituents. “From day one, the goal was to create a clear message, both with visuals and our wording, so customers and stakeholders within our organization understood not only our product lines, but also what we stand for in terms of delivering service and quality on a consistent basis,” he explains. “We understand there’s a trust factor when selecting a brand; reputations depend on our product performing on the jobsite. Strong brands create loyalty because our users trust them. When we earn a customer’s trust, their advocacy for our brand, in the form of recommendations and repeat purchases, is invaluable. This new look gives us a solid foundation to build on.”

Timed with World of Concrete last month in Las Vegas, the logo and packaging premier capped a six-month project between Amerimix and an external vendor that included field research with masons and plasterers who use Amerimix products, along with users to understand how they viewed the brand and why they may use alternative products. The team also worked with its sales staff to validate customer findings and further round out the brand’s perception in the marketplace.

“The interviews were revealing and became invaluable as we laid out the road map for Amerimix for the future,” Peterson affirms. “While this brand unveiling is just the first step, it plays a vital role for when we expand product lines, provide new delivery systems and introduce innovations that meet the needs of installers and specifiers alike.”