Tongue & Groove

Tongue and Groove are a forward-thinking flooring company who have developed revolutionary engineered timber floorboards that open up new possibilities in the home. Crafted from three layers of solid oak – the first in Australia – Tongue and Groove’s products highlight the beauty of oak timber while being superior in quality, structural integrity and natural wear to competitors.

After being engaged by Tongue and Groove, they set out the multi-faceted issues they needed to address. Firstly, operating in a crowded and competitive market, the brand was struggling to stand out despite the uniqueness of its flagship product. Secondly, insufficient communication of its product benefits meant that its floorboards were competing against cheaper, lower-quality products and being judged solely on price.

To address this, we paired a brand-first focus with a digital transformation. Our approach clarified their direction, elevated their communications and positioned them as innovators of quality, service and design in their industry.


From making floorboards to enabling extraordinary spaces

Creating a more engaging brand was essential to differentiating Tongue and Groove from competitors. Our first step was to clarify their purpose, vision and values to create a cultural charter that would guide behaviour and inform key decisions. Importantly, this allowed them to look beyond the product and towards goals such as forming lasting relationships, delivering unparalleled service and championing great design.

Moving away from product-centric messaging, we took a big-picture approach to capture the impact that the brand has on people’s homes and living experiences. Building a narrative centred on emotional benefits helped people connect with the brand, creating valuable points of differentiation and positioning them as category leaders raising expectations in their industry.


From undifferentiated to elevated

We set out to create a new identity that would better reflect the quality of Tongue and Groove’s products and support our renewed focus on brand storytelling.

We developed typography inspired by the beauty of the European oak tree and ensured it could be shortened neatly to three characters: T&G.

A natural colour palette and art direction juxtapose the raw materiality of oak with the polished finish of the final flooring, showcasing the quality, sustainability and craftsmanship behind their products.


From perceived as expensive to setting the standard

To claim its position as a category leader, Tongue and Groove needed a website that clearly communicated the unique benefits of their products and services while anticipating and understanding customer needs. To achieve this, we integrated a bespoke business portal that allows architects and designers to seamlessly access specs, prices and samples of products.

The main consumer-focused site was designed to provide an intuitive and informative user experience – immersing homeowners and prospective builders in the Tongue and Groove story.

Featuring product animations, bold imagery and innovative inclusions, such as a room visualiser, the experience-rich website invited audiences to reimagine the possibilities of what they could create.


From a known product to a beloved brand

Previously, Tongue and Groove were struggling to find their niche in a highly competitive market. Now, they’re positioned to become a market leader with a clearly defined brand and revolutionary product that resonates with a wider audience.

Through compelling storytelling, the brand has been elevated to aspirational innovators who set a new standard for design, service and engineering while redefining the impact of timber floorboards in people’s lives and homes.