Brand Strategy Case Study: Lifestyle Furniture Brand Design Identification
Really enjoyed the creative challenge of re-inventing the Lifestyle Furniture Melbourne business brand identification. Up against some big brands with even bigger marketing budgets, Lifestyle Furniture commissioned KG Advertising to evolve their brand and business advertising support material, (digital and print media). There were defined client boundaries that needed to be adhered to in the re-working of the Lifestyle Logo Type font. The client did not want to loose 20 years of heritage, but conceded it was time to explore the possibilities. KG Advertising’s strategic creative response objective was to drag the old logo kicking and screaming into the 21st century. The New Lifestyle Furniture typography is a derivative of the old font with optimised word, letter spacing, tweaking of letter weighting, shaping, colour and layout incorporating a new addition to the logo device was the distinctive ‘butterfly of all seasons’ icon. Colours selected representative of natural timber and foliage which reflects Lifestyles core business of supplying high quality, inspired design, solid natural Australian timber furniture products. With the new logo device a corporate logo and type font usage style guide was created to ensure the usage of the brand is consistent and appropriate. This was a project that required a lot of discipline and design restraint, no place for egos on this one.
Robert Kelzke. Creative and Managing Director. Graphic Designers Melbourne KG Advertising.
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