New Kerafrit branding: a new image to express what we have always been

At Kerafrit, we are embarking on a new era for our brand. A stage that has not been created to change who we are, but to show it with greater clarity.

Our new branding is not just a visual update. It is a way to better organise, express and share what drives us every day: supporting you, listening to you, creating alongside you and being present at every step of ceramic development.

Because behind every surface, there is much more than just a finish. There are decisions. There are people. There are trials, adjustments, conversations and trust. There is a way of working that is not always visible, but which sustains everything we do.

The soul behind the surface.

In this article, you will learn:

• We are introducing a new brand era for Kerafrit, designed to better express our identity and our way of working.

• The new branding is built around The soul behind the surface, a concept that speaks of people, processes, decisions, and relationships.

• This new image reinforces our role as a strategic ally in the ceramic sector, rather than just a material supplier.

• The brand’s evolution helps us to better communicate our value: support, technical expertise, proximity, and co-creation.

A new image. The same way of being.

The launch of our new branding doesn’t create change. It makes it visible.

This idea perfectly encapsulates the meaning of this new era. For years, we have worked closely with those who design, produce, decide, buy and develop ceramics. We have shared technical challenges, aesthetic pursuits, production adjustments and conversations that have shaped real-world solutions.

Now, we are taking a step further so that our brand better expresses that reality.

Kerafrit’s new image has been created to support communication that is clearer, more coherent and sustainable over time. We want every touchpoint — the website, content, social media, presentations, trade fairs or commercial conversations — to convey the same message: that we are people who create alongside people.

It is not just about how you see us. It is about how we stand by you.

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The soul behind the surface: what is not always visible, yet sustains everything

Our new tagline, The soul behind the surface, acts as the common thread for this new era.

It speaks of what lies behind every ceramic surface. Of what does not always appear in a finished piece, yet determines its outcome: the listening, the technical expertise, the process, the shared decisions and the relationship we build with you.

In ceramics, the surface is the first thing you see. But before reaching that point, there is a journey. An idea to be interpreted. A need to be heard. A solution to be formulated. A trial to be adjusted. An application to be reviewed. A production run that must operate with stability.

That is where our soul lies. In what we do alongside you before the surface even exists.

Why we are evolving our brand

We are evolving our brand because we want to better explain the value we provide.

Kerafrit is not just a brand for frits, glazes, inks or ceramic solutions. We are an ally that understands that every project needs more than just the right material. It needs insight, support, technical response and a relationship built on trust.

This new identity helps us to communicate more directly what is already part of our way of working:

• we listen before we propose;

• we understand your challenge before we formulate;

• we care for the process, not just the result;

• we work with you to ensure every solution makes technical and aesthetic sense;

• we build relationships that provide long-term security.

We are not changing to be different. We are changing to be clearer.

What this new era means for you

This new branding is designed to speak more effectively to everyone involved in the ceramic process.

If you are designing a new collection, we want to inspire you and help you turn an idea into a viable surface.

If you make product decisions, we want to support you at that point where aesthetics, differentiation and production must meet.

If you work in production, we want to provide you with efficient, stable solutions designed to perform on the line.

If you manage purchasing or operations, we want to provide confidence, continuity and a clear relationship.

If you lead a ceramic company, we want you to see Kerafrit as a partner capable of adding value far beyond mere supply.

Because every professional views ceramics from a different perspective. But you all share one thing: you need people who understand what is at stake.

And that is exactly where we want to be.

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A brand closer to the real-world ceramic process

Ceramics is about technology, but it is also about relationships.

Behind every development, there are conversations between design, laboratory, production, purchasing and management. There are decisions that affect the finish, performance, cost, lead times and the stability of the process. There are needs that cannot always be met with a technical data sheet alone, but rather through constant support.

That is why this new brand focuses on people and processes. Because we know that value does not lie solely in the final product; it also lies in how we reach it alongside you.

We want to speak clearly. Without pretension. Without distant language. With the confidence of those who know the sector and the proximity of those who get involved in every project.

What changes and what remains

Our image, the way we present ourselves and the way we organise our communication are changing.

The essential remains: our way of being there for you.

 What is evolving

• A clearer and more recognisable visual identity.

• More coherent communication across all channels.

• A brand narrative more closely connected to our real value.

• A digital presence ready for growth.

• A clearer way of explaining who we are.

What remains

• Our proximity in every project.

• Active listening before proposing solutions.

• Technical expertise applied to ceramics.

• A digital presence ready for growth.

• The commitment to creating solutions with you that truly work.

This evolution does not erase our history. It organises it. It expresses it better. It makes it more visible for those who already know us and for those who are just beginning to discover us.

Beyond the product: the value of creating together

At Kerafrit, we know that a frit, a glaze, an ink, a grit or a protective coating do not have value solely for what they are. They have value for what they allow you to create.

When we work with you, we do not simply start from a catalogue. We start from a conversation.

What do you want to achieve?
What kind of surface are you imagining?
What does your line require?
What sensation should the piece convey?
What problem do we need to solve?
What margin for adjustment do we have?
What result must be consistently repeated?

This way of working is exactly what we want our new brand to express.

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Frequently asked questions about Kerafrit’s new branding

Why is Kerafrit introducing new branding?

We are introducing new branding to better express who we are and how we work. It is not just about a new image, but an evolution that helps us more clearly communicate our support, our technical expertise and our close relationship with those who create ceramics alongside us.

What does "The soul behind the surface" mean?

The soul behind the surface means looking beyond the visible finish. It speaks of the people, decisions, processes and relationships that make every ceramic surface possible. It is a way of explaining that Kerafrit’s value lies not only in what is seen, but in everything that sustains it.

Does this change affect the way Kerafrit works?

It does not change our essence; it makes it more visible. We continue to work through listening, technical skill, proximity and co-creation. What is evolving is the way we communicate and present ourselves to the sector.

Who is this new brand era aimed at?

It is aimed at everyone involved in ceramic development: designers, product managers, production teams, purchasing, management and industry partners. We want to speak clearly to each profile, always based on the same idea: creating solutions with you that provide confidence.

What can the sector expect from the new Kerafrit?

It can expect clearer communication, a more recognisable brand and a more consistent presence. Above all, it can expect the same commitment to supporting every project from within: with technical expertise, proximity and dedication.

A new era to keep creating alongside you

Our new branding marks the beginning of an era that is clearer, more coherent and more connected to who we are.

We do not want to talk only about what we do. We want to talk about how we do it. About how we get involved. About how we listen. About how we seek, alongside you, the best way to turn an idea, a need or a technical challenge into a real-world surface.

Because at Kerafrit, we believe that the most important thing is not always on the surface.

It is in the bond.
It is in the process.
It is in the trust.
It is in the people who create together.

The soul behind the surface.