Terracon - A Home Where Everything Belongs
From Idea to Identity: The Story Behind Terracon
A new brand, Terracon, has entered Georgia’s real estate development market, backed by the extensive business experience of CBS Group, a strong professional team, and a long-term development vision.
When creating Terracon, the objective was not simply to develop a name, logo, and visual identity for a new real estate development company. The main goal was to build a brand with a distinct character and clear values, one that approaches modern development from the perspective of people and their needs.
How did Maverik transform urban challenges into a brand strategy, and what is Terracon’s core promise? We spoke with Salome Sikharulidze, Head of Marketing and Sales at Terracon, and Nika Garsenishvili, Strategist at Maverik.
M: How did the idea of creating Terracon emerge, and what was the main objective when shaping the new brand?
Salome Sikharulidze:
Terracon is a new brand in Georgia’s real estate development market, but behind it stands CBS Group’s extensive experience and large-scale business vision. This became one of our key starting points: to create a new, independent real estate development brand that, on the one hand, would be built on strong experience and stability, while at the same time having its own identity, philosophy, and development strategy.
When entering the real estate development sector, our goal was never to deliver just a single project. Creating long-term and lasting value required us to identify a genuine human insight and build the brand around it. Terracon was founded on an understanding of the evolving needs of today’s customers. A home is no longer simply about square meters. People are looking for an environment where, after the stress and fast pace of everyday life, they can experience peace, comfort, and a sense of security.
Years ago, the main question was, “Will it be built?” Today, customers are equally concerned with questions such as, “How will it be built, who is this space being created for, and what will it bring to everyday life?”
This vision is at the heart of Terracon’s core message: “A Home Where Everything Belongs.” It reflects a human-centered approach, thoughtful decisions, responsibility for the environments we create, and long-term value that remains relevant over time.
M: What role does CBS Group play in shaping the Terracon brand?
Salome Sikharulidze:
CBS Group brings together major assets such as Telasi, Tbilisi Energy, Cellfie Mobile, the Georgian National Lottery, Tbilisi Minibus, and others. The experience accumulated across different industries gives Terracon a strong business foundation and the ability to approach its development with a long-term perspective from the very beginning.
At the same time, Terracon is intended to be an independent real estate development brand with its own vision, team, and development strategy, one that customers will associate with specific values and a better quality of life.
M: Nika, how was this business vision translated into the brand strategy? What became the key foundation on which Maverik built Terracon’s identity?
Nika Garsenishvili:
This was probably the most challenging part, because from a communications perspective, the real estate development market is saturated with generic messages and tactical noise.
Our main objective was to move away from empty promises and build the brand around tangible, practical value that, first and foremost, had to be true from a business perspective.
We cannot control the chaos of the city outside our doors, but we can thoughtfully organize the space in which we live. This is why we developed the concept of “compact comfort”: an environment where nothing is excessive and everything belongs exactly where it should. This principle became a key foundation for construction decisions, interior design, and apartment planning.
The brand name itself reflects this philosophy. “Terracon” is a combination of the words Terra, meaning land or territory, and Construction, referring to the idea of rethinking and rationally organizing existing space.
Our goal was to create an entirely new real estate development brand with a clear and distinctive identity, while also effectively carrying forward the experience, stability, and reliability of the group behind it.
M: How is this philosophy reflected in the brand’s visual identity and slogan?
Nika Garsenishvili:
When translating the strategy into a visual language, practicality became the central concept. By combining confident typography with earthy terracotta tones, we created a clean yet impactful style that directly continues the brand’s core promise. It is as flexible and functional as Terracon’s architecture, where nothing is excessive and everything belongs.
As for the slogan, “A Home Where Everything Belongs” perfectly captures what we want to communicate. It reflects both the idea of intelligent apartment planning and the psychological sense of calm and comfort people expect when they return home.
M: How challenging is it to position a new real estate development brand in today’s market?
Salome Sikharulidze:
Today’s real estate development market is highly competitive, and customers have more choices than ever before. At the same time, customers themselves are much more informed and demanding. They no longer evaluate a project solely based on price and location. They also consider the brand’s reputation, experience, values, and whether its promises are genuinely reflected in the final product.
With Terracon, from the very beginning, we wanted to build our positioning around real value. What matters to us is not only what we say about the brand, but also how consistently those promises are reflected in our projects and how they translate into the customer experience.
M: Salome, what is Terracon’s promise to its future residents?
Salome Sikharulidze:
Terracon is a “practical optimist” that approaches development not from the perspective of square meters, but from the perspective of quality of life.
Our promise is simple: when you close the door of your Terracon home, the chaos, stress, and discomfort of the city remain outside.
We offer an environment where every detail has been thoughtfully considered in advance. The scale and experience of CBS Group provide the foundation for ensuring that this vision does not remain merely a communication promise, but becomes a reality starting with our very first project.
Sales have already started at Terracon’s first project, Terracon Kheivani, located at 124, 13 Asureli Mamis Street, near Aghmashenebeli Alley. The project consists of two 19-storey residential blocks. Our team is ready to provide interested customers with detailed information about the project and help them select the property that best meets their individual needs.