Since 1987, Jardan has been crafting beautiful, sustainable furniture and homewares that reflect and define contemporary Australian living. Over 35 years, they’ve secured the admiration of the architecture and design community thanks to their commitment to instilling design with quality, attention to detail, and, most importantly, warmth.
The heart of the brand
With stores designed by Iva Foschia of IF Architecture, that same focus flows into Jardan’s brick-and-mortar locations, which are highly regarded for their service and overall experience. While the stores capture the heart of the Jardan brand, this wasn’t apparent in the website. In 2019, we began working on an e-commerce platform for Jardan that would bridge this gap – expanding how the Jardan brand engages with physical and digital customer touchpoints.
Bridging the gap between physical and digital
Our goal was to ensure the in-store experience Jardan is known for could be shared with more people by extending it across the brand’s digital channels. To do so, we created a website that’s not only more informative and shoppable – but also more human and accessible.
We incorporated more storytelling tools in the website, including content modules and image-rich modules, to place narratives of craft and quality alongside products. This also threaded the warmth and familiarity that makes Jardan so well-known into the user experience.
While the storytelling aspect of the website is important for reinforcing Jardan’s brand, it also serves a practical business purpose. With aspirational storytelling sitting alongside product images and information, it helped customers reach a well-rounded understanding of products and, ultimately, encouraged sales conversions.
Refreshing for a new era
As we began working on the website, it became obvious that the timing was right to simultaneously refresh the Jardan brand. With a few changes to brand elements, including new fonts and updates to the logo, we could ensure the brand’s longevity as it entered a new phase of business.
The newly refreshed brand was rolled out across Jardan’s touchpoints, including online and in-store, as well as communication channels such as social media, eDMs and their magazine, The Good Life.
At the same time as we refreshed the Jardan brand within The Good Life, we took a step back and refocused its positioning and purpose. Previously executed with a catalogue mentality, we incorporated more content and storytelling to create an engaging and inspiring editorially-focused publication that drove brand awareness and connection with customers.
We created the new iteration of The Good Life to fill multiple roles – from a warm, hospitable host, to a well-informed stylist, to an inspiring, contextually-relevant brand. With an editorial yet personable voice, we were able to highlight Jardan’s process, craft and design – letting the product be the hero of our stories.
Connecting audiences with both heart and home
We extended this approach to Jardan’s 2020 collection, Living Forms, working with the team to name the range and create a campaign inspired by the company’s ongoing connection to the Australian landscape. Through art direction, brand voice and storytelling, we took audiences home with ‘A Return to Place’.
The campaign celebrated the renewed significance of ‘home’ to all of us, evoking old memories, stirring the senses, and ensuring Jardan’s carefully crafted objects would continue to hold a place in the home – and the heart.