Tuftex of California has repositioned its brand with a revised logo, updated marketing materials and a new website, showcasing Tuftex’s unique brand personality based on the company’s West Coast roots.

Specifics of the rebranding include:

Revised logo:The revamped Tuftex logo pays homage to California by incorporating the warm beige of a sandy beach and the deep blue of the Pacific Ocean, while a soft zigzag visual evokes a wave washing up on shore.

Updated marketing materials:The tagline “Your Color. Your Lifestyle. Your Carpet.” is found throughout Tuftex’s new marketing materials.   

New website:At the new Tuftex website,www.tuftexcarpets.com, consumers are led through a series of personality-based questions that matches them to a Tuftex carpet that fits their lifestyle. An online dealer locator makes it easy for consumers to find the retail store closest to their location.

According to John Godwin, Shaw’s evp sales and marketing, the realigning of the brand presented a perfect time to restructure the organization for success.Bob Burtonwill now serve as the Tuftex divisional vp, product management and marketing. The marketing team also includes:Greg Payne, director of corporate accounts and mass channels;Jane Compton, director of marketing;Stefan Hoher, director of marketing technology, andTanner Fanello, Tuftex brand manager.

According to Godwin, Tuftex will continue to have a dedicated sales and field management structure. “Moving forward, all Tuftex sales representatives will stay dedicated to the Tuftex channel but work within Shaw’s existing residential structure. This change will add value by leveraging current relationships in the marketplace to increase brand presence within defined targeted customers groups,” he noted.   

Tuftex caters to the mid-to-high end market segment. Tuftex will also be adding an East Coast influence to the brand’s renowned West Coast styling in order to appeal to a broader market, according to the company.