Tongue & Groove reinvents brand identity and launches new website

Tongue & Groove, Australia’s leading producer of engineered solid oak flooring, has recently revamped and enhanced its brand identity. At the heart of the rebranding is a new suite of resources and an innovative viewer developed to help the Australian A&D community realize their most ambitious creative visions.

“Our mission has always been to provide the best wood flooring to the Australian A&D community,” says founder Richard Karsay. “Our products celebrate the strength and beauty of natural European oak and since our launch in 2007 we have worked hard to build an ethical, sustainable and caring business and our recent rebrand responds to this growth over the past 15 years. . ”

Along with this growth has come a desire to reinvent how best to support the A&D industry and create an identity that complements Tongue & Groove’s unrivaled product and service offering. The recent rebranding celebrates the brand’s history and the values ​​at the heart of the company: quality, sustainability, passion and respect for the naturally-derived material.

“When you want to be the best, you have to evolve,” explains Karsay. “It was time to take the brand to the next level with an elevated identity that celebrates our unique selling point – the European oak that is the source of all our products.”

Tongue & Groove worked with a Melbourne-based design studio to develop a sophisticated logo, new brand guidelines, materials and an intuitive website. At the heart of this identity is a collection of resources that go beyond branding to provide the A&D community with an enhanced level of support – detailed product sheets, drawings and awesome part number information from the brand, to a wide range of flooring designs that can be downloaded for use in architectural drawings and renderings.

The Tongue & Groove Visualizer is a new tool available on the website that allows the A&D community to explore the impact of different products including width, quality, color and finish in an interior space. In addition to being able to experiment with different types of flooring, the virtual interior environment can switch from a light color palette to a dark color palette to allow designers and their clients to make more informed decisions.

When Tongue & Groove was launched, engineered floating wood floors were seen only as an affordable alternative to wood flooring. Karsay discovered a unique three-layer construction that gave the beauty and character of conventional solid wood flooring but with added strength and stability – and he set out to revolutionize the industry and challenge conventional wisdom. preconceptions of what could be achieved with engineered wood.

The result is a board of unrivaled size, strength and durability, which is available in lengths up to 5 meters and can be used in applications other than flooring, stairs and woodwork on the walls and ceilings.

Beyond high performance, the unique production process delivers impressive sustainable benefits. By using solid European oak for all three layers, Tongue & Groove is able to use up to 70% more of the tree – the heart of the tree is used for the characteristic surface layer, and the rest of the tree, which would usually go to waste, is used to create stable intermediate and base layers.

This commitment to sustainability runs through all aspects of the business. The oak used to make the boards is responsibly sourced from plantations across Europe that practice sustainable forestry and are recognized by Forest Stewardship Certification (FSC). To ensure the highest standards, all Tongue & Groove products can be FSC Chain of Custody certified upon request.

Driven by the success of the innovative product in the industry, Tongue & Groove now has showrooms in Sydney, Melbourne and Brisbane, and dedicated teams in Adelaide, Perth and New York, enabling the brand to support projects at across Australia and beyond.

“What we’ve created with our rebrand will allow the A&D community to take their design vision to the next level,” says Karsay. “There are huge opportunities in the Australian design scene and at Tongue & Groove we want to be part of that story.”

Daniel L. Vasquez