Brand makeover for Cavalier Bremworth
Acting on feedback gained from research with dealers, specifiers
and customers, Cavalier Bremworth is updating its brand identity to
present a more contemporary face to a new generation of carpet
buyers.
Recognising that consumers are increasingly design-savvy and
web-savvy, the introduction coincides with the launch of the new
website. The new branding will be progressively rolled out from May
onwards, with the new website and advertising being the most
publicly visible signs of change.
Marketing Manager Desiree Keown said the new brand identity
gives a more sophisticated and contemporary feel, and it was
important to have a brand that did justice to the product, and
importantly had strong appeal with a predominantly female decision
maker. It was just as critical to retain the premium attributes of
the Cavalier Bremworth brand.
The core logo is designed to be simple and flexible. With a dark
chocolate/black as the anchor colour, the logo is applied to
various pieces of marketing collateral with a changing array of
bright colours to add some 'pzazz'. Overlaying the bright colours
are a series of abstract patterns, designed to represent the
textural nature of carpet.
Part of the design brief included the desire to bring Bremworth
Collection closer together with Cavalier Bremworth, to reinforce
the value of one to the other.
Stationery, architect cards and sample labels will be introduced
over time and stands will gradually be rebranded from the second
half of the year. The new brand identity was created by DNA
Design.
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