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.
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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
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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.
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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.
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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.
Signaling Transformation
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'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.
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‘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.
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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;
Design Language
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Bremworth Moments
Talent shoots focus on people interacting with carpet, in genuine personal ‘moments’.
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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.
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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.
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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.
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Handmade, human and honest Illustrations
A simple hand drawn style has been developed to communicate product benefits. The style aligns with Bremworth natural positioning.
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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.
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‘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.
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Still Life Moodboards
A unique approach has been developed to showcase material. The art inspired moodboards explore relationships between wool and quality natural materials.
Sometimes ‘traditional’ advertising is still the best response.
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
Video
Content films, shorts, television commercials and animations
Crafted contemporary video communicated Bremworth’s new story.
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.
Milestones
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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 ads3 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
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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
