Overview
Granite-Tops, the mid-west's leading fabricator of custom stone countertops understood the process that consumers faced when purchasing custom stone countertops was time consuming and often frustrating. They knew there had to be an easier way and wanted to provide consumers with a better experience.

Challenge
As a fabricator that primarily worked as a supplier to contractors, builders and other industry retailers, Granite-Tops wanted to create a consumer brand that leveraged the organization's production capabilities and supply network to provide consumers with a "one-stop" shop for everything they needed to get high-quality custom stone countertops.

Solution
Kuhl worked with Granite-Tops to create a name that was very descriptive of the products and services to be provided. Outlet was included as part of the name to communicate the concept of value and selection. Kuhl's red price tag logo was selected for its simplicity and clarity. The tagline "Minnesota's Only Stone Superstore" further communicated the companies position as the market innovator and leader. The company's Albertville facility was renovated and converted into a retail selection center and showroom. Brand awareness, customer activity and store visits has risen significantly since the store's opening.