With a presence in 170 countries, Roca wanted to better understand how it was perceived across its markets. In 2022, the brand challenged us to conduct research and develop a global positioning strategy, with the ultimate goal of reinforcing its leadership in the sector.

We conducted an in-depth immersion into the industry, analyzed trends, and visited Roca's flagship stores. More than 30 key stakeholders, including internal teams, architects, distributors, and installers from core markets, were interviewed to assess the brand’s consistency. Our strategy remained true to Roca's DNA, aligning with the expectations of its various audiences and incorporating a future-focused approach that acknowledged the evolving relationship people have with water culture.

We discovered that, despite Roca's innovative designs across various bathroom categories, it was not widely recognized for offering a complete bathroom experience—a critical strategic element that needed reinforcement. Locally, the brand required a stronger understanding of market sensitivities to tailor its services accordingly, while also amplifying its commitment to sustainable innovation. Highlighting Roca's Barcelona roots emerged as a key differentiating factor in boosting its relevance and attractiveness. To shape the brand’s strategic direction, we crafted a clear and inspiring purpose: "Make people live the best bathroom experience." This became the foundation for Roca’s strategic pillars: industrial strength, innovation, environmental responsibility, and the cultural influence of Barcelona. These pillars supported the brand's differentiation and projection as a leader in comprehensive bathroom solutions. Finally, this redefined DNA was visually represented through a unique brand universe, created in collaboration with Clase.