Shamans • Norm Cement • 2026
For years, the construction materials market has relied on a monotonous visual language: overly technical, cold, and generic. Our market research revealed that competition is built almost exclusively on "quality" and "price." This approach, however, completely overlooks the emotional and physical connection between the product and its primary user - the craftsman.
In a category where products appear functionally identical, standing out at the point of sale becomes a challenge. The standard technical colors and repetitive visual codes used by competitors made products indistinguishable, further complicating brand recall for the consumer.
Additionally, to ensure rapid market adoption, it was strategically vital to leverage the heritage, trust, and quality associations of the parent brand, Norm.
Our first strategic move was to embed the reliability of Norm into the new product’s name. The name "Storm" creates a perfect phonetic synergy with "Norm," fostering immediate association and mental availability in the consumer's mind. This foundation provided the necessary momentum for a strong market entry.
The next step was to visually differentiate Storm. We sought a solution that a craftsman would recognize instantly—something that communicated that the product was designed specifically for their craft. The Shamans team’s approach was to build Storm’s visual identity not around a static symbol, but around the product’s core function.
The logo was inspired by spatula strokes. These dynamic stripes visually represent the pressure, movement, and control a craftsman applies to a surface. Thus, the logo evolved from a mere decorative mark into a strategic element that translates product behavior into a visual language. The very patterns created daily by the craftsman became the brand’s signature identity.
During the implementation phase, we expanded this concept beyond the logo. The dynamic stripes derived from spatula strokes were transformed into a comprehensive pattern system applied across all platforms, ensuring the brand’s core idea remained consistent at every touchpoint.
A pivotal decision was the color strategy. To break away from the industry’s conventional blue and yellow technical tones, we chose a dominant and premium #A90D3D (Deep Crimson/Cherry). This choice ensured instant shelf standout and a sense of superior quality.
This visual system operated on multiple levels: On Packaging: The direction and density of the stripes instinctively remind the craftsman of the application technique. In Communication: The combination of the unique color and pattern creates visual dominance, sharply setting Storm apart from its competitors. In Digital: The logo’s dynamism mimics the craftsman's hand movements through animation, creating a living, functional brand environment.
The design effectively reinforced the narrative that the brand identity was born directly from the product itself.
Thanks to the creative and strategic solution proposed by Shamans, STORM established a powerful and distinct brand identity in a remarkably short period. In less than a year, it solidified its position as a modern, high-quality, and innovative brand among competitors still struggling to differentiate solely on price and quality.
Brand recognition shifted beyond the name; consumers began identifying the brand through its signature cherry color and spatula-stroke visual language. This made Storm the most recognizable and memorable brand within its category.
Furthermore, the design's functionality and the visual respect shown to the craftsman's labor fostered intuitive trust. Storm’s visual identity became a system that explains how the product works, elevating the brand’s value from a decorative level to a truly strategic one.