Brand Refresh and Repositioning
Coogans is a large furniture retailer based in Tasmania, steeped in over 141 years of trading history with stores in both Hobart and Moonah. The Coogans brand was looking to refresh their look and appeal to a younger market, whilst maintaining the integrity of the brand’s history and heritage. Cue Rebrand! Rebranding can often result in confusion and a lack of association between the new logo and existing brand. Enter, brand campaign.
The Coogans brand was stuck in a time warp and required a bold update that both honoured the heritage of the business whilst also bringing it into the 21st century. The new Coogans logo is strong bold and clean bringing forth a fresh feel. The established date honours the heritage of the organisation whilst also providing an element of credibility and trust. The roll out of the new brand included a whole host of asset updates including signage, business cards, stationary, website and POS.
The new Coogans brand was all about simplicity and authenticity, the rebrand needed to be communicated to the masses to in a concise way. The “ Discover the Difference “ messaging was developed and rolled out across multiple mediums including television, radio, outdoor and press.
A modern and cohesive brand identity has been achieved. Coogans have received positive feedback from existing and new customers alike. On the back of the success of the rebrand and subsequent brand campaign, Red Crayon has been engaged on an ongoing basis to develop and grow the Coogans brand over the coming years.