Back in the Groove – Tongue & Groove’s New Identity

Alongside a suite of innovative resources developed to support Australia’s architecture and design community, Tongue & Groove is launching an inspirational new brand identity and expanded product range. An important milestone for the Australian solid-engineered oak flooring brand, this rebirth will elevate the company to new heights, continuing Tongue & Groove’s mission to remain a sustainable and ethical business.

Tongue & Groove’s reimagined brand identity has been developed to bring the company into a new era whilst maintaining the core ethos of the highly respected national business. “Our mission has always been to supply the best timber flooring to the Australian [architecture and design] community,” says Founder Richard Karsay. “Our products celebrate the strength and beauty of natural European oak and, since we launched in 2007, we have worked hard to build a business that is ethical, sustainable and supportive – our recent rebrand responds to that growth over the past 15 years.”

“Our mission has always been to supply the best timber flooring to the Australian [architecture and design] community,” says Founder Richard Karsay.

Proudly adorning the interiors of some of Australia’s best residential and commercial spaces, Tongue & Groove solid-engineered oak flooring is a favoured product for specifiers across the country. The recent rebrand is testament to Tongue & Groove’s desire to further solidify this standing and highlights the values that have been integral to the success of the business – quality, sustainability, passion and an inherent respect for the natural source material. “When you want to be the best, you have to evolve,” explains Richard. “It was time to take the brand to the next level with an elevated identity that celebrates our unique selling point – the European oak that is the source of all our products.”

The team at Tongue & Groove worked diligently to develop a sophisticated logo, enhanced brand guidelines, a replenished bank of marketing collateral and an intuitive website. Both an expanded product range and a collection of state-of-the-art online resources – designed to offer Australia’s architecture and design community enhanced levels of customer support – have been paramount to the relaunch. These include detailed product sheets, drawings, brand information and an unparalleled range of flooring patterns that can be seamlessly integrated into architectural drawings and visualisations.

The team at Tongue & Groove worked diligently to develop a sophisticated logo, enhanced brand guidelines, a replenished bank of marketing collateral and an intuitive website.

Further highlighting a desire to support the architecture and design community, Tongue & Groove’s new online visualiser tool empowers designers to explore the impact of different product offerings in an interior space. Key design decisions such as width, grade, colour and finish can all be planned online using this intuitive new technology. As well as encouraging experimentation with different types of flooring, the virtual interior environment can be switched from a light to a dark colour scheme, thus allowing designers and their clients to make more informed decisions. “What we’ve created with our rebrand will allow the [architecture and design] community to bring their creative vision and ideas to life,” says Richard. “There is massive opportunity in Australia’s design scene – and, at Tongue & Groove, we want to be a part of that story.”

Despite the exciting new developments for Tongue & Groove, the company remains committed to celebrating the factors that have elevated the brand to a position of prominence within the Australian design landscape. By continuing to offer clients a sustainable board of unmatched size, strength and durability, Tongue & Groove will remain an informed specification choice, extending beyond the realms of flooring to be applied on stairs, joinery, walls and ceilings.

Despite the exciting new developments for Tongue & Groove, the company remains committed to celebrating the factors that have elevated the brand to a position of prominence within the Australian design landscape.

Inherent to the core ethos of the company is a commitment to sustainability that flows throughout every aspect of the Tongue & Groove brand. The oak used to craft the boards is responsibly sourced from plantations throughout Europe that practice sustainable forestry and are recognised by the Forest Stewardship Certification (FSC). To continue to ensure the highest standards, all Tongue & Groove products can be FSC Chain of Custody Certified on request.

With eye-catching showrooms in Sydney, Melbourne and Brisbane coupled with dedicated teams in Adelaide, Perth, New Zealand and New York, Tongue & Groove is driven to continue to provide unparalleled levels of quality and service to clients across the globe. Now, with an inspirational new brand identity and a suite of intuitive online resources, Tongue & Groove is advancing into a new era of design excellence.