Challenge
TACO had grown beyond its original category association. While the brand was already recognized in HPL, its business ambition had expanded into the broader interior solutions market. This created a strategic gap between what the company had become and how the brand was still being perceived.
The challenge was to help TACO move from a product-led category image into a stronger national brand with clearer relevance across audiences, channels, and business units. Without a more coherent foundation, the brand risked carrying legacy perceptions that could limit its ability to support future growth.
Approach
Whitespace developed a long-term brand transformation strategy that aligned positioning, brand architecture, identity, and communication with TACO’s expanding business direction. The work clarified how the brand should be understood, how its portfolio should be structured, and how its visual and verbal expression should support a more unified market presence.
The transformation was built to preserve TACO’s existing recognition while strengthening its role as a broader interior solutions brand. This included refining the brand system, developing a clearer communication direction, and creating touchpoint consistency across marketing, sales, and customer-facing materials.
Outcome
TACO gained a stronger and more coherent brand system that supported its evolution from category leadership in HPL toward broader relevance in the interior solutions market. The refreshed identity and communication structure helped reinforce TACO’s market leadership while creating a more consistent experience across audiences and touchpoints.
The result was a brand presence that felt more scalable, more unified, and more aligned with TACO’s long-term business ambition. It gave the organization a clearer platform to communicate growth, manage portfolio expansion, and strengthen its position as a national brand.
What We Did
Brand Transformation Strategy
Brand Positioning
Brand Architecture
Brand Identity System
Brand Communication Strategy
Visual Identity Development
Brand Touchpoint Design
Marketing & Sales Collaterals
Graphic Standard Manual (GSM)
Strategic Advisory
