Formline / Rebrand.

Formline had spent years designing and perfecting a superior product, they introduced it initially as a ‘soft launch’ to key customers to test and prove in the marketplace. They then embarked on a team-wide brand and product workshops to develop a robust brand and marketing strategy.

In a category of well-established competitors, Formline team knew that even though they had a superior product, getting that message out and accepted in the marketplace would be challenging. The existing brand used for the ‘soft launch’ wasn’t going to be enough to set the standard Formline wanted to impart.

Discovery revealed that Formline doesn't just sell edging, the team support customers from design through to installation, so it was natural to establish the internal brand idea that ‘Customers come first. Together we create beautiful gardens that endure.’ From there we crafted the brand tagline to reinforce Formline’s value proposition – ‘Shape something beautiful’.™

For the visual brand, we started with the name itself. Form and lines are what shape a garden, creating zones of balance and harmony. The 'f' brandmark does the same, drawn like a landscape plan, built on the golden ratio and simple enough to be etched straight into the steel.

Both the brandmark and logotype are adapted from a classic typeface, subconsciously imparting the design language of geometric of modernist architecture and furniture, while the deep Daintree Green and warm Sandstone position the brand, feeling natural yet unmistakably design-led.

Together, the brandmark, type and colour let Formline win on perception, it effortlessly belongs in beautifully designed, premium outdoor spaces.

The Formline brand rolled out and was brought to life across almost every touchpoint: logo motion graphics and sonic logo that draws a garden bed, a new website, inclusive of downloadable product and installation guides, signage, displays, merch and stationery.

We let the brandmark's own lines become a design system that could travel across every format without losing its character.

The Formline team wanted to elevate the experience throughout the whole purchasing experience. We created a bespoke product sample presentation pack, delivered in a premium  custom box, with supporting product literature.

This premium experience also carries onto product packaging across over 100 unique packaging designs across 10 product lines - even the product on pallets shapes something beautiful.

The Formline brand has been exceptionally well received by retail customers and the broader landscape industry, with retailers and wholesalers established across Australia and New Zealand.