The Brand

Identity

The brand is KEEP. The strapline is “Austrian engineered carpet care. Distributed from Amman.”

KEEP is positioned as a trade house: a curated importer and steward of premium European industrial systems, presented at the standard of a luxury hospitality vendor. The mental references are Vitra, La Marzocco, Bang & Olufsen, Vola, Dornbracht — not Karcher or Bissell.

Visual system

Recommended direction: Confident Modernist. Type-led, B2B-credible, minimalist. Color palette is deliberately quiet: ink black, paper white, forest green accent only. No cleaning-industry visual clichés — no water droplets, sparkles, before/after splits, smiling-staff stock photography.

Voice

Restrained, declarative, technical-confident, hospitality-attuned. Forbidden vocabulary in brand voice: revolutionary, magical, amazing, eco-friendly (use specific certification names instead — Woolsafe-approved, USDA biobased certified), miracle, deep clean (use restoration or intensive maintenance), green, synergy.

Anchor lines

• “KEEP. Austrian engineered carpet care. Distributed from Amman.”
• “Walkable in thirty minutes. Not six hours.”
• “One vendor. One invoice. One number.”
• “Approved by Woolsafe. Certified by USDA. Listed by the Carpet & Rug Institute.”