Pronto LVT

Pronto! When private label thinks like a brand

The market nobody had claimed

LVT was growing faster than any other hard flooring category. The sheds were piling in at the cheap end. Karndean and Amtico had the premium, fitter-led market locked down. And in the middle? A clear gap. A confident, capable DIY customer who wanted a stylish floor without a specialist, a lengthy project or a confusing store experience. Nobody was talking to them.

Topps Tiles had been stocking LVT for two and a half years. Forty SKUs. Steady turnover. A category with real momentum and no clear identity. The objective was a more ambitious slice of what had become a £300M market. The question was how to get there without racing to the bottom on price.

The insight that changed the brief

We went wide before we went anywhere near a name or a logo. Fitters. DIYers. Competitor stores. The picture that came back was consistent: the in-store experience across the market was overwhelming, the product benefits were poorly communicated, and the assumption, held by market leaders and retailers alike, was that LVT needed a professional to fit it.

But the most important thing we found wasn't about the product at all. It was about the customer.
People didn't buy LVT because they didn't understand it. Not because it was too expensive. Not because they couldn't fit it. Because nobody had ever explained what it actually was or why it was worth having. The moment that changed, the moment someone walked a customer through the benefits, willingness to pay followed. The barrier was confusion, not cost.

That shifted everything. This wasn't a product problem or a price problem. It was a brand and education problem. And that was a problem worth solving.

The idea: make LVT easy

We took that insight and made it the entire brand platform. Not a feature. Not a tagline. The organising principle for every decision that followed.
We recommended reducing the range, focusing on click-fit products aimed squarely at the DIY and multi-skilled installer. Fewer SKUs. Clearer choice. A shopping experience that didn't require expertise to navigate.

The name came directly from the strategy. Pronto. Quick. Easy. Done. Underpinned plainly by Luxury Vinyl Tiles; no ambiguity, no category jargon to decode. The lightning bolt in the N wasn't decoration; it was the brand's entire point of difference made visible.
The colour palette, navy anchored with clean accent tones, was chosen to carry genuine mid-market credentials. Premium enough to sit above the sheds. Approachable enough to speak to someone fitting their own floor on a Saturday morning.

The brand story wrote itself: In a non-stop world, we all want things done pronto. No fuss. No specialist required. Less stress, more style.

Why it matters beyond the floor

Pronto is a case study in what happens when research challenges a client's assumptions rather than confirms them. The original opportunity was to compete in a growing category. The real opportunity, the one the research uncovered, was to own the space between complexity and compromise, and to use brand education as the primary commercial lever.

The insight didn't just inform the name. It rationalised the range, shaped the retail experience, defined the tone of voice and gave the client a strategic reason to invest in brand building over price promotion.

That's what we mean by action-provoking creative. The thinking and the making are the same move