A sophisticated rebrand for this third generation family business, to reflect the incredible quality and aesthetic of the aged care and health care furniture they create.


Crown Furniture is the Australian leader in premium, fit-for-purpose aged care and health care furniture. They are a third generation family-owned business with strong family values who are committed to inspiring living for the elderly and health challenged. Crown Furniture came to us looking for brand positioning and brand identity that aligned with the quality and aesthetics of their furniture, and reflected their ethos as a business.


People are at the core of Crown Furniture, so it was important to create a brand that is human and welcoming, combined with a modern and sophisticated aesthetic that communicates their commitment to excellence in making stylish and high quality fit-for-purpose aged and health care furniture.

Once the brand strategy was defined it was brought to life through the brand palette – modern typography, stunning imagery, earthy tones to reflect the inviting living spaces and pops of colour to add flexibility and vibrancy to the brand.

In addition to the brand strategy and brand identity, we organised and directed two photoshoots – the first to showcase the incredible people, and craftsmanship, that goes into making every furniture piece at their Australian factory. And the second to show how beautiful and stylish the furniture is through a series of high-end, yet comfortable living spaces.


The brand has now been rolled out across all brand assets, including a new website, and launched to the world. A brand that now proudly reflects the incredible quality of the work that Crown Furniture does.

Visit the Crown Furniture website.


Brand research
Brand strategy
Brand identity
Tone of voice
Brand guidelines
Brand photography
Website strategy, architecture and planning
Website design and development

Research Partner Leap Insight
Photography by Ryan Linneagar
Styled by Karen Cotton



Indigo Design Awards, Gold Winner
Crown Furniture, Branding


Sydney Design Awards, Silver Winner
Crown Furniture, Rebrand

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