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Brand Architecture & Communication for Retail

CLIENT: Irvine Flooring Ltd.

Irvine is a leading carpet & flooring brand and the pioneer of premium synthetic dyed nylon carpets in New Zealand.

Redfire was engaged to refresh the Irvine brand and to lift its brand presence and profile within the retail channel. Our research showed that colour was the first choice in a buyer's hierarchy of needs so we stepped forward with a strategy for Irvine to "own" colour in the carpet sector.

We developed a brand architecture to differentiate the ranges and price propositions. From this, we designed a colour-coded system for in-store display so customers could navigate the sample swatches clearly. Adding swooshes of colour in point of sale and signage to modernise and reflect their innovation, solidified Irvine as the leader of PSDN carpets, using striking combinations of type, colour, and imagery.

Our communication and marketing material reflected this boldness in colour and led with a new brand voice and narrative that was engaging and fresh in the industry.

WHAT WE DID

Brand Strategy
Brand Architecture
Art Direction
Point Of Sale
Advertising
Marketing Communications
Channel Marketing
Outdoor Media
Print Management
Environmental Branding
Retailer In-store Displays & Signage