The TASSA story begins in 1930, when Yosef Tassa opened a building materials store in Tel Aviv’s Hatikva neighborhood. Over the years, the warm, helpful, professional service provided to its customers turned his business into one of the leading importers and sellers of goods for the construction, commercial, and industrial sectors – from plumbing products and generators, through wood, insulation materials, compressors, welders and air conditioning, to firefighting products and electrical cables. Today, TASSA is the home of all construction professionals in Israel, with its offerings considered the standard for uncompromising quality.

In order to showcase the company's advantages as well as the heritage of its brand, values and mission, an in-depth strategic process was carried out, concluding in new branding created under the "Building here. TASSA" concept. 

The company’s historical orange color was enhanced into a dominant orange, reinforcing the powerful, prominent presence of the brand, alongside black and gray, a reference to materials such as iron and concrete. The identity created by the design language connects all product series related to the parent brand in four hierarchies, instilling trust in the quality of the products and the accompanying services. In the new logo, the letters making up TASSA were thickened to convey power, presence and substance, with the T, reminiscent of foundations in construction, chosen as the leading element in the visual language. An added series of subtle graphic elements express the company's passion for technology, as well as the planning, fundamentals, meticulousness, and thought behind the crafting, the stage where the dream is dreamed. TASSA's products are in every building in Israel, and now everyone will know about it.