SUPERTUFT DESIGN AUDIT
SERVICES USED
Supertuft Design Audit
28.09.11
Supertuft is a design-orientated company that provides innovative colours in wool carpet for residential and commercial use. Their aim is to allow designers additional scope to develop exciting new interiors via their showroom in the busy Richmond design district, Melbourne.
As a long established business with a brand name dating from 1980, Supertuft approached Studio Equator to refresh their brand identity and reaffirm Supertuft’s position as innovative market leaders for color in the top end of the Australian carpet market.The aim was to grow their business, maximise profit, increase sales & market share within their existing customer base, and increase brand awareness.
It was decided that Studio Equator would first conduct a design audit, to identify how design could be strategically used to help achieve their financial and non-financial goals, and get the best return on design investment.
Our design audit included an evaluation of the existing brand and its point of difference, a comprehensive analysis of industry competitors, the marketing and sales process, as well as current and prospective clientele.
From this information, Studio Equator drafted a brand anatomy chart outlining how the goals and objectives of the company could be achieved using design solutions including branding / visual ID, online experience, in-store brand experience, and other relevant areas and applications.
The audit revealed that Supertuft’s branding hadn’t been tended to in some time, and thus could be perceived as being tired, particularly in comparison to other manufacturers in the top end. The branding was not synonymous with Supertuft’s product offering, and in-store branding has been minimal and could be developed. In addition, the packaging was dated and no longer suited the brand’s needs, as their range had grown.
Studio Equator suggested that a physically simple, punchy, honest, beautiful and memorable brand identity needed to be created and implemented in a consistent but savvy manner, allowing for a stronger promotional collaborative potential with other strategic partners.
We suggested the logo should be redesigned to emphasise the name “Supertuft”, and incorporate a vision statement that reflects the brand's identity in the form of a subline. This should be reinforced visually within all communications (marketing collateral, email footers, promos, in-store exerience etc) to create a consistent brand experience for customers.
More simple and powerful collateral that is focused on the overall brand proposition, rather than the product, should be created to engage with customers, and to inspire and get them exited about the brand. All supporting graphical and text elements needs to have an inspirational aura and tone that can be expanded when required, allowing for a more dynamic graphics package.
Studio Equator also recommended that Supertuft build a custom in-store installation-type point of display to reinforce the brand’s market leader proposition.
The key stakeholders at Supertuft agreed that Studio Equator was able to highlight their key strengths and to underline opportunities to create a stronger brand presence in the market.
Our recommendations to review the brand personality and collateral have already been acted upon, with Supertuft commissioning Studio Equator to create a new visual identity and brand and design their new logo.
Studio Equator looks forward to providing our services to ensure that Supertuft maintain and grow their business in the marketplace.
