This Old Grout & Stone to Modern Stone Technologies evolution

Modern Stone Technology or Modern Stone Technologies

Hi, thanks for viewing. We currently operate our business as This Old Grout & Stone. http://www.thisoldgrout.com.
We manufacturer products for the cleaning and restoration of natural stone, tile and grout. We also provide unique training and business opportunities for the industry. The name This Old Grout & Stone is confusing for many people that don't connect "This Old House" with This Old Grout. We started out as a service company (This Old Grout) and have grown into a mfg company, but the name doesn't fit anymore. We are competing with http://www.aquamix.com, http://www.miraclesealants.com, http://www.stonetechprofessional.com. As you'll see,our current bottle and label design are lacking; making it difficult to break into distribution outlets. We have decided on the name Modern Stone Technologies and will probably be known as Modern Stone. We'd like to start with a logo to brand our new name but we'll carry the look and feel of the logo through to our product labels, brochures, website, etc. We are a very customer focused company and have everything in place to go to the next level except the look. People pick up our competitors product before ours just because of the way it looks,while our products are equal in performance. This could end up being a long term project as we'll need everything from logo, labels, brochures, sales pages, web design, stationary, business cards,...the whole boat.

Our target audience is the tile and stone outlet distribution center that caters to the contractor. We also target the contractors themselves. Bottle should have many of the attributes of our competition, in that you would pick up a bottle of our products as likely as our competitors.
At this point, the design is an open slate. Using the look of the competition as a standard, we want to update our image and look to something that is more appealing to the contractor as a professional product and obviously to appeal more to distributors to get them to carry our products.

We'd like to start with a logo and basic product label concept that communicates simplicity with a modern edge and professional look and feel.

The new look should give the contractor confidence that the product is high quality, contractor grade if you will. The products should look good on a retail or wholesale display shelf next to our competitors products.

We'd like to find a designer that can create a concept that can be carried through our whole line of products and all aspects of our corporate communication and literature.

Also, the design should not be able to be confused with any of the aforementioned competitors products. Feel free to be creative regarding color and commercially viable designs.