A new name for a new era
Wauters is a well-established family business in Wallonia, specializing in the distribution of construction and home improvement materials. Amid a generational transition, the company was entering a new phase of development with the opening of a new store in Gosselies. This key moment presented the ideal opportunity to rethink its overall positioning and identity.
The objective? Align the brand with its vision for the future, modernize its image while staying true to its roots, unite internal and external audiences, and lay the foundations for high-performing communication. Arpeggio supported Wauters in this transformation at the intersection of strategy, creativity, and performance.
Goodbye Plastics Wauters, hello Wauters. This name change reflects a desire for clarity and expansion. The brand’s positioning was redefined to better meet the needs of a changing market: a broader professional offering, enhanced accessibility for private customers, and a strong local presence. The rebranding reinforced the company’s legitimacy while establishing a new growth-oriented dynamic.
We designed a modern and impactful visual identity, built to endure over time while highlighting the brand’s renewal. The logo, color palette, typography, and visual assets were reimagined to create a coherent, legible, and professional universe. The tagline “Des matériaux de choix, pour tous” (“Quality materials, for everyone”) encapsulates the brand promise: quality, accessibility, and variety, serving both professionals and private customers.
At the heart of the project, the concept “À vos côtés” (“By your side”) was developed as a narrative and human throughline. It embodies the company’s proximity, availability, and commitment to all stakeholders: employees, clients, management, suppliers, and partners. Applied across all materials, this concept translated the corporate culture into clear, sincere, and motivating messages — an example of storytelling aligned with on-the-ground values and strategic vision.
The opening of the new Gosselies store marked an important milestone in Wauters’ history. Arpeggio orchestrated the entire communication surrounding this event: action plan development, production of physical and digital materials, social media content, coordination of service providers, and support during the inauguration. A complete setup combining strategic rigor with creative execution, serving visibility and performance.
« Changing a name and image is a delicate step. Arpeggio supported us with method and care. Every decision was co-constructed. »
Bastien Wauters, CEO
