The new Fireclay logo mark builds on simple, interlocking tile shapes that simultaneously serve as a monogram. The mark is both solid and delicate. The new logotype was custom drawn–unique to the Fireclay brand. The colour palette was comprised of earthy and neutral tones that could support Fireclay’s wide selection of colors.
Product photography played a large role in the new visual language. The photography art direction was derived from three goals; (i) to capture the beauty and variety of materials, colors, finishes and product range; (ii) to accommodate a variety of colors, usage scenarios and seasonal stories; (iii) to showcase the beauty of the tiles in a new, unexpected way.
Character extended the new identity to Fireclay’s website, samples packaging, merchandise and signage.