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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For the last 3 years Lucas has worked with Bremworth senior management, from initial the discovery stage through to full brand rollout. Our creative supply chain continues to support Bremworth. We assisted Bremworth reposition the brand with a first to market strategy that has redefined their relationship to category.
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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. We worked with senior management and the board to communicate their new brand strategy. The requested project scope included competitive frame analysis, brand architecture, messaging, naming, media strategy audits and annual marketing schedules.
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Our design stages 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 as a requirement of the project. Guidelines and engagement campaigns were developed for Australian and New Zealand markets
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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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Delivery included, 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.
Bremworth 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
