With stars in their eyes and major growth on the horizon, FLOR was in need of a comprehensive rebrand—new logo, new messaging, a top-to-bottom overhaul of their identity system and a refreshed strategy for 20+ retail stores nationwide.
As longtime fans of the custom rug company, Firebelly were up for the challenge. And with FLOR eager to find a true collaborator for the project—a team that wouldn’t dictate, but arrive at solutions together, it was a match made in design heaven.
Together, Firebelly set out to refine FLOR’s story, sell the design experience and convert browsers to brand loyalists. After a thorough language audit and intensive store research,Firebelly found plenty of room to strengthen the brand and consumer experience. Firebelly began by crafting a short, memorable tagline—Creative Rug Design—and a lively logo to convey FLOR’s sense of freedom, play and flexibility.
Ariel Di Lisio and his team were commissioned to develop an identity system for a Japanese brand of tea. Ariel Di Lisio‘s creative process began by researching the ancient Asian tea culture; they found the oldest Japanese specialty tea book from, Kissa Yōjōki (喫茶 養生 記) ” be healthy through tea” written in 1211. The ideas inspired by the book contents became the guiding concept behind the identity system; first of all they came up with name Yojoki.
The brand always appears surrounded by white, within a context filled with handmade textures, shapes, floral elements and kanji script -one of the first writing systems. The concept of luxury is inherent to the product, the team integrate it through a Didona typeface developed for the brand, which comes alive through subtle printed finishes and high-quality materials. All the elements of the brand are interconnected through the packaging and its different presentations, as well as complementary elements such as wrapping paper, stickers, postcards and fact sheets which communicate the different types tea blends.
The Seabrook family have been involved and respected in the Australian wine industry since 1878, starting with a wine merchants business, W. J. Seabrook & Son. Fifth generation family member and winemaker, Hamish Seabrook, resurrected the original label and relaunched the brand in 2005 after several years lying dormant. Today, Seabrook produce artisanal wines made from hand sourced fruit from some of the best regions throughout Australia.
Cornershop were appointed to reposition the Seabrook brand and revitalise the packaging design to be more contemporary whilst maintaining the family’s history.
The objective was to engage a younger audience without alienating the existing older consumer. Each product in the premium range (not shown) pays homage to a generation of the Seabrook wine industry lineage. Seabrook’s ‘Lineage’ label builds on the brand story further, featuring a playful design relevant to its younger target audience and cheaper price point.
More Space For Light is a digital communications consultancy specialising in digital strategy and user experience solutions. Their purpose is to enable organisations to make informed decisions based on insights and analytical data to design and grow their digital footprint. In essence, More Space For Light provide clarity and connect the dots.
Cornershop created a brand logo inspired by ‘connecting the dots’. Its colour and the brand colours, including a supporting colour gradient, is inspired by blue light emitted from computer screens. Business cards are created with duplexed 270gsm Colorplan Royal Blue & Turquoise papers. The text and logo is finished in a Silver/Laser foil to emulate the blue light gradient.