Royal Oak Floors
Engineered oak flooring fit for royalty, and crafted for Australians.
Work Completed
Discovery Workshops, Brand Strategy & Story, Brand Identity Design, Brand Video, Brand Guidelines, Packaging, Photography Art Direction, Website Design & Development
Royal Oak Floors pioneered the engineered oak flooring category in Australia. Its founder, Kim Harper, fell in love with oak during his early days as an antique restorer. Unfolding in the wood grain, Kim found a unique story in each piece; a perfection in imperfection, rooted in authenticity, craft and character. That same philosophy shaped our approach to the brand.
Today, Royal Oak Floors is now one of many engineered oak flooring companies in Australia. But across the category, there is a noticeable lack of personality, an almost detached aloofness associated with high-end design. Yet personality is often the privilege of a market leader, and it is one Royal Oak Floors is uniquely placed to embrace with the authority of a leader, the passion of an artisan, and the voice of a poet.
To establish a position of premium with personality, we introduced a distinctive blue as the main color palette, deliberately setting Royal Oak Floors apart from a brandscape dominated by earthy hues and monochrome palettes. Base on the blue associated with the French monarchy, Royal Oak Floors’ Royal Blue is refined with a contemporary edge. This brighter hue is a unique brand signature, one that the brand can confidently claim as its own within the luxury flooring space.
The logotype is a bespoke typeface inspired by the organic nature of the oak tree, including its knots, grain, and its branching limbs. These characteristics are subtly expressed through the serifs, counters, terminal and strokes, giving the wordmark a tactile, hand-made quality. It draws from Kim’s roots as a woodworker to reinforce the brand’s bold, yet crafted identity.
The art direction tells the story of oak as a material, highlighting that every product is as unique as the tree that it was cut from. We wanted customers to appreciate that, like life, oak’s imperfections make it beautiful. It’s in its nature.
Brand photography by Earl Carter.
