Vibrant, modern and brimming with happiness, the new Adage Furniture brand consolidates two companies to express their love for hospitality.
While Adage Furniture can be classified as a hospitality furniture supplier, their service goes far beyond setting up tables and chairs. Working with bars, cafés and restaurants, they find ways to create atmosphere, turning empty spaces into vibrant, happy places.
What really sets them apart from other suppliers is the passion of their close-knit team; both their Perth office and their Melbourne based sister company Core Hospitality Furniture are dedicated to helping venue owners bring their vision to life.
As they were, the Adage Furniture and Core Hospitality Furniture brands did not express the personality of their team or their approach to their work. There was also the added challenge of having two companies with two different names in two different locations that were working together to provide the same service.
Together, they approached Distl to help them establish one, united brand that would communicate who they are and what they love to do. The aim was to consolidate the two brands under one name to help them;
Simplify and streamline internal operations
Reduce marketplace confusion
Support future expansion plans
Following some strategic planning, it was decided that it would be best to move forward as Adage Furniture. With the name locked in, our brand and design team developed a new brand identity that was rolled out across a new website, company vehicles, signage, business cards, team uniforms and more.
As part of the rebrand we updated the colour palette with a softer shade of green to convey their warmth, happiness and easy-going approach. As there had been multiple interpretations around the pronunciation of the word ‘Adage’, we added an accent above the second letter ‘a’ for clarification.
Our copywriters created the tagline ‘Zero Unhappy’ to describe the experience they provide and their commitment to ensuring they exceed the expectations of their clients. We also crafted a fun and energetic tone of voice, injecting hospitality related terms into key headlines, including ‘What’s on the menu?’ to introduce their product catalogue.
Both of the original websites were heavily product focussed, whereas the new site uses a far more creative and minimal design that showcases furniture, people and completed spaces. Clean, simple and modern, the site has been built on a strong SEO foundation, with clear navigation and a strong User Experience.
As one of the main objectives was to reduce marketplace confusion, it was important to ensure Adage Furniture clearly communicated the rebrand to its Perth and Melbourne audiences respectively. To help them launch the new brand, we developed a communications strategy that included the use of blog content, social media and email marketing.