Buywood have been crafting bespoke furniture by hand since 1890. Collaborating with clients personally on the journey of each piece, from inspiration to design and make, Buywood delivered more than furniture, they offer a shaped experience. Operating in a market which held little appreciation for the distinction between mass-produced and custom-made pieces, DAIS were engaged to execute a strategic rebrand that communicated the true value of the generational business and elevate them into the boutique luxury market. The new brand needed to exude the heritage, exclusivity and refinement of the furniture itself.
Since 1890 is no small feat. After analysing the competitor landscape, DAIS determined that leveraging the brand’s generational heritage and the tradition of personal collaboration between maker and customer would offer a unique value proposition. DAIS set out to craft a brand that elevated this generational process with a visual identity and posture that instantly communicated its inherent value.
The process Buywood had refined over generations was central to the brand strategy and directed the brand language and visual identity. An elegant, 4 tier icon system titled ‘Craftsman Levels’, was developed to distinguish between the various degrees of exclusivity, beginning with Custom Furniture and leveling-up to Original Furniture and 1-of-1 Furniture – with 1-of-1 Signature Furniture being the apogee of craftsmanship and sophistication, personally signed by the individual maker.
The brand theme, Exceptional Everywhere, captures the meticulous attention to detail Buywood dedicates to every piece of joinery they craft, and elegantly positions the brand in the luxury market.
The brand promise, Crafted to Experience, emphasises this commitment to quality which emanates throughout the brand: from inspiration to design and make, Buywood calls on its generational knowledge and craftsmanship at every stage of the journey to deliver custom furniture that is an experience, not just a product.
The rebrand spoke directly to the luxury market and enabled Buywood to launch their flagship showroom steps away from the high-end shopping precinct of James Street in Brisbane. Working with the team to bottle their customer engagement, DAIS developed several key brand touchpoint processes and collateral executions to deliver a sales process crafted to the same experience as their pieces.
The brand’s visual identity, language and strategy exudes authenticity and refinement, delivering the exclusive brand performance the market requires.
Buywood is now positioned for growth within the luxury market with a strong brand that aligns with the impeccable craftsmanship of their products.
