Established 60+ years ago, Bremworth is New Zealand’s most trusted carpet brand.
The publicly listed company approached Lucas to transform the brand and communicate Bremworth’s natural journey.

  • The discovery stage identified critical issues with the existing Cavalier Bremworth brand. The brand did not align with Bremworth’s desired new positioning. Stage scope: Competitive frame analysis, brand architecture, messaging, naming, media strategy and digital audit

  • The design stage included a new brand identity for Bremworth. New print, digital, environment applications and messaging systems. Every consumer, investor and retail partner brand touch point was updated.

  • Our creative supply chain was activated across a diverse range of projects - across two countries. We used an international creative supply chain network to directi video, TVCs, animations, tracks, SFX, photography, campaigns, concepts, animations, social content, material libraries, e-commerce platform development, digital media strategy, brand partnerships, location and prop sourcing, internal engagement programs, key messaging, packaging, signage and environments. Lucas’ creative direction of the brand is on-going.

  • Scope: photographic and illustration libraries, out of house, print, digital and TVC campaigns, annual reports, environmental graphics, investor communication, retail POS, video content campaigns, social campaigns, EDMs, events, endorsement partnerships, engagement campaigns, AGMs announcements and distributor network communications.

Abstract sculpture with a painted apple, black fork, yarn, orange textured object, mounted on a gray concrete and wood pedestal against a gray background.
A gray, textured bow tie-shaped object with a metal ring inside, resting on a white, irregularly shaped stone, with red string attached, against a dark gray background.
Abstract sculpture with a textured yellow cylinder, a wooden block, a marble sphere, a dried twig, and a piece of orange cloth on a brown background.
A beige mug with a circular handle, placed on a round marble stand, balanced with a textured beige bow and cream-colored rope on top.
Arrangement of various textured objects on a marble base against a plain grey background.
Abstract arrangement of objects on a beige background, including a wooden block with a gray stone sphere on top, a piece of driftwood on the sphere, a brown leather pouch leaning against the wood, a gold-colored round base with red felted wool fabric
A gray textured cloth partly draped over a white geometric-patterned vase with a pomegranate, eucalyptus branch, and cinnamon sticks.
Minimalist arrangement with a black leaf, a rust-colored rectangular object, a vertical white cylindrical stone, a small dried leaf, a textured woven base, and a small rounded stone on a beige background.

‘Deep Dive’ Podcast Series;
Bremworth Brand Transformation.

Click to listen
Lucas. We can & we do.

Signaling Transformation

  • Close-up of dark wool or yarn with the word "Bremworth" written across it.

    'Bremworth'


    Changing the name of NZ’s most trusted carpet brand.

    Simplifying the brand name from Cavalier Bremworth to Bremworth confidently communicated change. The shorter, more digestible evolution of name modernised the brand.

    The wordmark’s footprint has been reduced, this allows the brand to be applied at a larger scale. The simpler name is more adaptable across a range of touch points.

    Research shows the shorter name is more memorable, has greater recall and improves long term-brand recognition.

  • A young woman with dark hair, resting her chin on her hand, looking at the camera with a calm expression, in a softly lit indoor setting.

    ‘Let’s go good together’


    A fresh, aspirational, modern tagline.

    The new tagline grows with the brand – it has more contextual meaning the more it is applied.

    It sets the direction for Bremworth to tell it’s stories. Interesting stories. Publicly. Honestly. Authentically.

    As a sentence, the line isn’t grammatically correct, this is intentional. It aims to be interesting by being ‘the right amount of wrong’. It’s a modern convention, that’s progressive, memorable and a little bit challenging at the same time.

  • Interior view of a modern living space with a curved staircase made of dark metal, wooden and concrete elements, a plush beige armchair with a small side table, and a wooden shelving unit in the background.

    New brand. New direction.


    Design made for transformation.

    The fresh, modern, handwritten wordmark is instinctually positive, human and universally appealing. It has a scripted style, is relaxed and organic, as if born from wool itself.

    Bremworth’s future focused positioning is supported by a contemporary, bold brand language. The revolutionary system defines typographic, template, photographic, illustrative, colour, video and motion graphic styles. See details below;

Close-up of a weaving or textile art project in progress, with various white and cream-colored yarns, fibers, and materials on a wooden surface, including hands working with the yarns.
Bremworth & Ross Farm, 'Let's go good together' House 2, Victoria Australia
Bremworth & Ross Farm, 'Let's go good together' House 2, Victoria Australia
Bremworth & Ross Farm, 'Let's go good together' House 1, Victoria Australia
Close-up of a metal stool with a black cylindrical cushion on top, placed on a beige carpeted floor, with a wooden table and wall in the background.
Bremworth & Hawthorn House 'Let's go good together' Victoria Australia, Campaign 1
A modern bedside table with a round top and cylindrical base placed on a beige carpet, partially behind a beige textured cushion.
Bremworth & Hawthorn House 'Let's go good together' Victoria Australia, Campaign 1
BremworBremworth & Hawthorn House 'Let's go good together' Victoria Australia, Campaign 1th & Hawthorn House
Bremworth & Hawthorn House 'Let's go good together' Victoria Australia, Campaign 1

Design Language

  • A woman sitting on a textured orange carpet under a wooden table, looking upward with a joyful expression.

    Bremworth Moments

    Talent shoots focus on people interacting with carpet, in genuine personal ‘moments’.

  • Close-up of red yarn with a knitted texture and a knot in the loop.

    Bremworth Materials

    Wool is in. Plastic is out. Bremworth is backing wool. Bremworth’s material images collection highlights the brands appreciation of New Zealand wool.

  • Interior view of a living space with earthy tones, featuring modern furniture including a curved white chair, a small side table, a wooden chair, a built-in cabinet with decorative objects, and a spiral staircase with dark steps.

    Bremworth Spaces

    Location shoots are strategically selected and curated to align with Bremworth’s design values. Locations typically feature quality natural raw materials. Objects within the space are contemporary and considered to compliment Bremworth carpets and rugs.

  • Collage of outdoor and indoor advertising billboards and signs promoting natural and sustainable themes, including messages like 'Trust Your Natural Instinct,' 'Warm Up to Natural,' and 'Take a Stand Against Plastic.' The images feature urban streets, transit stations, and people, including a girl playing guitar and children interacting, emphasizing eco-friendly and natural lifestyles.

    White frame templates

    The simple white frame device differentiates Bremworth brand communications. It’s flexible enough to apply to any brand touch point. The minimal design aesthetic compliments a wide range of content.

  • A cartoon sheep with a white fluffy body, a simple face, and two tiny legs standing in front of a large red flame shape on a dark green background.

    Handmade, human and honest Illustrations

    A simple hand drawn style has been developed to communicate product benefits. The style aligns with Bremworth natural positioning.

  • Collection of black and white posters with motivational and nature-related quotes, including 'Warm up to natural,' 'Trust your natural instincts,' and 'Love nature & it'll love you back,' featuring various font styles.

    Typographic tone of voice

    We introduced a bold, graphical and distinct typographic style to offset the hand-scripted logo and confidently communicate messages. The upper case italic style modernised their message. It’s at its strongest with bold short, sharp sentences.

  • ‘World of Wool’ Quality certifier

    An aspirational wool symbol designed to help the brand lift itself up to a new kind of ‘eco-premium’ positioning. As a likeable and engaging graphical device, the symbol acts as a brand certifier, or a symbol of quality to help us build out the broader wool and natural materials story.

  • Abstract sculpture featuring a tall beige textured cone, a red rectangular block, and a thin metallic grid balanced on a dark wooden base, with cotton and clear glass elements, set against a brown background.

    Still Life Moodboards

    A unique approach has been developed to showcase material. The art inspired moodboards explore relationships between wool and quality natural materials.

Bremworth & Ross Farm, 'Let's go good together' House 2, Victoria Australia
Bremworth & Ross Farm, 'Let's go good together' House 2, Victoria Australia
Bremworth & Ross Farm, 'Let's go good together' House 1, Victoria Australia
A black metal chair with a wire grid seat and a black cylindrical cushion on top, positioned on a beige textured carpet, near a wooden door and a wooden table.
Bremworth & Hawthorn House 'Let's go good together' Victoria Australia, Campaign 1
A modern, minimalist white side table is placed on a textured beige carpet with a matching beige plush cushion nearby.
Bremworth & Hawthorn House 'Let's go good together' Victoria Australia, Campaign 1
BremworBremworth & Hawthorn House 'Let's go good together' Victoria Australia, Campaign 1th & Hawthorn House
Bremworth & Hawthorn House 'Let's go good together' Victoria Australia, Campaign 1
Interior of a modern living room with a spiral staircase, leather couch, white cozy chair, and minimalistic decor on the wall.
Interior view of a modern living space with a black spiral staircase, a beige curved lounge chair, a small side table, wooden shelving, and a kitchen area in the background.
Brand Photography
A woman with curly hair in a pink long-sleeve top and beige corduroy pants kneeling on a textured orange carpet, leaning back with her hands on the floor underneath a wooden table.

Sometimes ‘traditional’ advertising is still the best response.

Large billboard display on an overpass with the message: "Love nature & it'll love you back." Cars are on the busy street below with traffic lights and buildings in the background.
A modern building with a perforated metal facade, digital billboard displaying an advertisement for Woolworths with the message "Warm up to natural," traffic lights, and cars on a street.
Billboard advertisement under a bridge with a mountain landscape background, displaying the message 'Bremworth love nature & it'll love you back' and the website bremworth.co.nz.

Television Commercial

Our TV work for Bremworth brings to life the warmth and naturalism of the brand.

New collectins are launched within evocative design environments using premium art direction and cinematography

Campaigns

Video

Content films, shorts, television commercials and animations

Crafted contemporary video communicated Bremworth’s new story.

Video
Website homepage featuring a bedroom with a wooden shelf and a bed, promoting premium NZ wool custom rugs with a 'Shop' button.
A website homepage displaying a ceramic cup with a handle, used as a stand for a rolled towel and a string. The text reads 'Bremworth,' 'Get 3 Free Samples,' and 'Request' button.
Living room with a woman sitting on the floor near a fireplace, modern black chair, and decorative pottery on the wall shelf.
A woman lying on a bed in a warmly lit room with beige walls and large windows draped with orange curtains, showcasing a promotional webpage for a brand called Bremworth that sells rugs.

The Bremworth Illustration Style.

Crafted by Hand. Humanly Honest. Abstract Designed and contemporary. Relevant, Aware, Topical and Contextual.

Bremworth combine abstract conceptual thinking with raw illustrations. The combination creates considered and calculated communications.

Illustration

Transforming icon brands with AI

Case study

Milestones

  • We renamed and rebranded Bremworth. The new brand defined Bremworth as a purpose- lead, innovator, with a focus on natural and sustainable materials. Bremworths new brand is bold bold, brave and transformative. The initial stage of the project achieved “step change” first to market positioning within the category

    Projects; New Bremworth Brand strategy, logotype, symbol, brand elements, digital communications, print collateral, signage, labels, POS, corporate comms, internal templates, messaging matrix, material texture photographic library, brand guidelines and digital asset library.

  • The campaign launched the new brand by saying goodbye to Plastics. Messaging highlighted that Bremworth is on mission, to re-imagine the flooring experience and build a better future for everyone. To do that, Bremworth constantly asked, how could they make people’s homes healthier, happier and more sustainable places to live. Bremworth consumers, investors and retailers partners were targeted

    Projects; ‘Change feels good’ video campaign, print campaign, social campaign, Brake house NZ location photographic / video shoot and PR / investor communications

    Media: Print, digital out of home, digital publications, Google ads, social, Facebook ads, owned channel media

  • Retail partnership engagement campaign targeted retail distribution staff and internal staff.

    Projects; Bremworth illustration style defined, library developed, animated instructional video / cards, brand engagement workshops.

    Media: Print, digital out of home, digital publications, Google ads, Facebook ads, owned channel media

  • A series of locations selected that align and support Bremworth’s new positionin.

    Projects;
    Location - video and photographic shoots:

    1. Bremworth & Ross farm, Gippsland ‘Natural’
    2. Bremworth & The Hawthorn House
    ’Designer’
    3. Bremworth & The Northcote House ‘Moments
    4. Bremworth & The Ocean house, Lorne, Great Ocean Road
    ’Bremworth rugs’

    Studio - video and photographic shoots:

    A. Bremworth material texture shoot, Auckland, New Zealand
    B. Bremworth mood boards, Melbourne Australia.

  • Established the purpose lead brand positioning through multiple campaigns. Messaging focused Bremworth’s use of wool and natural fibres, their commitment to finding more sustainable practices across the supply chain and the products design attributes.

    Key Considerations
    Bremworth Tagline: ‘Let’s Go Good, Together’
    Bremworth Organising idea: “Bremworth & You”
    Bremworth Content System: Location, Still life, People and places

    Projects: Print, digital, outdoor, social video / stills / TVC ads

    3 Stage campaign;

    Burst 1: Capture ’
    Warm up to wool’
    Aim: Reach / engage / reposition.

    Burst 2: Convince
    ‘Join the natural revolution’
    Aim: Inform / educate / connect.

    Burst 3: Convert ‘
    The best thing to do. The right thing to do’
    Aim: Sales / leads

    Media: Print, digital out of home, Television (30” TVC) digital publications, Google ads, Social, Facebook ads, owned channel media

  • Bremworth & Te Papa partnership campaign launched. As supporting partner of Surrealist Art: Masterpieces from Museum Boijmans Van Beuningen at Te Papa Tongarewa Museum of New Zealand, a custom Bremworth black wool carpet made a dense and lush impression on visitors.

    The partnership defined ‘Bremworth locations. Strategy, document real; Locations > experience > still life > people. Capture real experiences that align with brand positioning.

    Projects: Print, digital, outdoor, social video / stills / TVC content / ads. Museum events.

    Media: Print, digital out of home, digital publications, Google ads, Social, Facebook ads, owned channel media

  • Bremworth illustration application extended beyond internal / B2B channels. Illustration is now being used to communicate messaging to consumer markets and investor communications.

    Projects: Bremworth benefits brochure, Bremworth pets benefits brochure, illustration library, animated short videos, social video and stills

    Media: Print, digital out of home, digital publications, Google ads, Facebook ads, owned channel media and PR

  • We established messaging, content, brand design and partnership systems for internal teams and third party suppliers.

    Projects; Bremworth rugs site, Bremworth benefits campaign, Illustration / animation style , social content development, packaging, showrooms, trade events, product brands & investor comms.

    Media:     Digital publications, Google ads, social, Facebook ads & owned channel media

  • We continue to develop and creative direct a range of planned pipeline projects that will be launched later this year.

    Projects: TBC
    Media: TBC

Screen Shot 2023-01-09 at 11.11.49 am.png
Animations

Results

The project delivered the ‘step-change’ transformation required to modernise an established, heritage, national brand. Bremworth’s move back to wool was is big and bold. The NZ manufacturer expanded into North American markets in 2022. It was voted New Zealand’s most trusted carpet brand in 2023. Bremworth’s ‘first to market’ transformation brand is positioned to grow.