Project Overview

Jardan. Made for life.
Good design is the lifeblood of Jardan. A family-owned furniture business based in Melbourne since 1987 that easily competes with the world’s best designer brands. Already huge Jardan fans, we were delighted when they called on Seesaw for a complete rebrand and strategic repositioning.
Every Jardan piece is designed and crafted to order in Melbourne, with care and precision, by hand. Investing in good design is an investment in a lifestyle, repaid to the owner through a lifetime of fulfillment. This is made possible by Jardan’s commitment to quality materials and craftsmanship.

Project Commissioner

Jardan

Project Creator

Seesaw

Project Brief

To underline the brand’s unique point of difference, we chose to focus on Jardan’s hand-crafted, Melbourne-made origins. At the same time, we believed it essential to elevate both the visual and written language of the brand to reflect both its bespoke designer focus and high level positioning.
Adopting an integrated approach to brand strategy and positioning, we were required to produce an entire new identity that focused on the heart and soul crafted into every Jardan piece. The result is a contemporary yet original identity system that remains adaptable and human. The interlocking ‘J’ logo mark is reminiscent of an interlocking heart and the woven fabric inspired forms create the ultimate Jardan seal of quality. A mark that encompasses the developed positioning statement – Jardan. Made for life.  
The final branding scope thus far has included brand guidelines, signage systems, publication design, digital marketing, product branding, packaging solutions, art direction, promotional material and advertising campaign development.

Project Innovation/Need

In the high end designer furniture market many brands accurately portray luxury and quality but few really succeed in capturing the heart and soul of both the product and the company as a whole. The Jardan brand really succeeds in representing the company’s ethos. It is proudly Australian, personable, unique, friendly and entirely based around quality. From the strong use of the written word through to the printed form, every touch-point is considered, crafted and bespoke.
Jardan prides itself on successful collaboration with artisans, craftsman and both  the architecture and design industries. The new brand encompasses this. The end result is an example of successful collaboration through its integration into the built architecture via strikingly original signage and wayfinding systems.  Working in close collaboration with Jardan’s architect, IF Architecture, the end result referenced history, balancing it with the contemporary Australian lifestyle. A unique vision for an iconic brand.

Design Challenge

Jardan’s brand values were key to every thought. Family. Design. Crafted. Australian.
To reflect the established brand personality and positioning it was integral that all touch points were considered in line with the Jardan values. Sustainability and bespoke man-made finishes were the focus and tactile qualities were explored wherever possible. The final result made use of embossing, foiling, stamping, engraving and a varied use of environmentally conscious materials that also reflected Jardan’s extensive product range and strong design aesthetic. From considered paper selection through to bespoke concrete breeze blocks and hand painted sign writing, every execution was considered whether in the built, printed or digital form.

Effectiveness

Jardan has emerged as a beautifully integrated brand - fresh, light and engaging across all touchpoints. The brand has been encapsulated at their Richmond flagship store – showcasing perfectly thought out architecture with considered design for the complete brand experience. Repositioned to target both their existing architectural audience along with an emerging family audience, the Jardan brand expresses a unique Australian vernacular that has been extremely well received.
Following the launch of the store, the response to the branded environment and the identity itself has been outstanding. Retail sales have been elevated and the comments from both their architectural target audience and the general public has been phenomenal. We could not be happier with the final result.               
The effectiveness can be summarised by the client’s testimonial - “Seesaw distilled the various elements of our business into a concise direction for our rebrand. Creative, fun to work with, overall, we found them inspirational.”