With the need to move the company from simply being a wholesale provider to a brand with greater consumer focus, Fresh developed a clear strategy, positioning and identity for Sussex Taps that would strengthen market penetration.
A family-owned Australian manufacturer of tapware, Sussex Taps has been designing and producing high-quality products for almost two decades.
To understand and articulate Sussex Taps’ positioning within the tapware market and uncover potential opportunities for the brand which were being missed as the existing corporate identity was not relaying the brand’s stylish, high-end product offering.
Fresh firstly undertook in-depth research into the current marketplace – competitors, retailers, builders, market segmentation, distribution channels and consumer behaviours. This enabled us to unearth the brand’s essence and develop a positioning that would form the platform for the brand’s strategic direction.
We then created a compelling visual identity and language that incorporated a new positioning: ‘Sussex Taps: Australian Made. World Class.’ The “signature” style, new logo was developed to encapsulate the spirit of the brand, symbolising passion, creativity and a personal touch.
A series of dynamic visual images - from bold, energetic paint splashes to a variety of sensual imagery - was developed to create an eye-catching element and this new visual language was applied across a range of mediums, from the website and brochures through to stationery, information sheets and product packaging.
“Fresh has been able to capture the way we saw our company, and create a brand to portray this. Their work and attention to detail is as thorough as we are with our own product. We are thrilled with our brand, and as always Fresh continue to impress us with their work.”
Vanessa Katsanevakis – Managing DirectorSussex Taps