Formica

Refreshing a retro brand

Formica came to Ortolan as a brand with some unwanted connotations of daggy kitchens of the 60s and 70s. We worked closely with the team to relaunch the brand, creating the right strategy and positioning to connect with a more modern, no-fuss customer.

The identity refresh focused on functionality and pragmatism, while respecting the brands heritage and its iconic logo. Using straight-forward language, a clear new identity was rolled out across an extensive suite of applications including swatch sets, showroom displays, a range of product documents and the website.

Ortolan was also engaged to art direct a series of renders showing the product in-use, produce photographic imagery for product documents and create a promotional merch pack which would be received by attendees of the webinar launch.