Identity for an eco-friendly timber mill. In order to reach a greater customer base and raise the profile of the brand, a 3 tier marketing strategy was to be developed;
1 — Bolster existing relationships with suppliers
2 — Market to specifiers including architects and designers
3 — Market direct to consumers through retail outlets
Australian Solar Timbers (AST) was established over 40 years, offering the highest-quality hardwoods. The beauty of the AST offer was that all their woods were sourced from sustainable, state managed sources and they employed a solar powered kiln drying process, all of which added up to a significant reduction of cost to the environment.
Their distinct brand narrative was captured in a new symbol which communicates the timber industry and both USPs of sustainability and solar energy investment.
In application, the brand is expressed through concentric rings; inspired by the sun and tree growth patterns, applied in forms and colours reminiscent of architectural space through to more natural textures such as tree bark. Product categories such as species and habitat were also communicated via utilising the extended colour palette and flexible system.
Further to the AST brand, the Timberlay product brand was created to package and market a pre-fabricated interlocking flooring system offered by AST.
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