Crown Furniture is the Australian leader in premium, fit-for-purpose aged care and health care furniture. Crown needed to rebrand to establish a meaningful position in an increasingly competitive market.

A sophisticated and modern identity was created for a brand that prides itself on their premium furniture. It appeals to the two main audiences: the directors of facilities and designers and architects. A monogram was designed as a play on traditional makers marks. Several photography shoots were art directed to lift the perception of the furniture and show the furniture being hand-crafted in their Australian factory.