Established in 2009, JasonL is an Australian office furniture retailer selling everything from chairs to storage to workstations to industrial/lab seating directly from the factory through their website, keeping prices nice and low. Recently, in order to elevate their brand and establish some distance from a growing number of competitors, JasonL introduced a new identity designed by Sydney-based Re:.
Our work for the brand resulted in dispensing with the original mascot who had served the company well, but wasn’t reflective of the discerning and established brand Jason.L had become.
As its tagline ‘your office furniture mate’ suggests, the company has built its business on being friendly, upfront and helpful. We took this personality and ran with it, creating a series of contemporary office furniture characters. These form the basis of an identity system that not only reflects what Jason.L sells but the way they do business — a little bit differently.
Along with a refreshed colour palette, typeface and layout principles, a new brand voice was introduced that centred on their positive, can-do attitude. All these elements come together to create a brand identity that takes its customers seriously, but itself, not so much.
You can tell where this is going: funville, non-stop. The previous logo had a cheap to look to it with its clip art chair but it had at least one good idea in making the “J” and “L” into the legs of a table — not quite pulled off but a good start. The new logo (and identity) take this classic book to its branding extreme by turning every possible piece of furniture into an adorable avatar with fantastic expressions. I appreciate that they didn’t force a smile into all of them and allowed the actual furniture to dictate whether it was smiling, content, or being grumpy cat like the wall clock. The new wordmark takes a cue from the previous DIN and goes with a more Futura-esque sans serif that still has a curly “l” that pairs well with the initial lowercase “j”. While in lock-up mode the avatars and the wordmark don’t quite come together the two elements work best slightly separated in application.
There is plenty to see in application and it has all been executed cleverly without feeling like a gimmick. The color palette, kept from the previous identity, provides a clean and fresh feel without resorting to today’s more typical über bright, vibrant color palettes. The typography plays well with the flat avatars and I love how in the catalog the avatars blend in with the actual products. Overall, a fun identity that establishes a distinct personality for the company.