Earlier this year, we began work with J Rotherham Group; a luxury interiors and stonework fabricator in Yorkshire. A brand celebrated in the industry for their expertise and innovation, they also recently relaunched their own luxury quartz brand – Gemini Quartz; a product developed in-house blending contemporary designs with modern technologies.
Whilst J Rotherham are instantly recognised as leaders in the industry, their introduction of Gemini Quartz has further authenticated the brand’s excellence in the field. Working closely with them, we began the evolution of the GQ brand; drawing inspiration from the heritage of the business, whilst modernising the brand aesthetics and creating a flagship product within their portfolio.
Rooted in luxury, authenticity and impeccable style, we considered the opportunities for the products position within the market. From the curation of the Gemini Quartz logo through to the contemporary and eloquent brand characteristics, the identity for GQ was focused on successfully elevating the brand amongst its competitors. Our approach to the design was clean, but characterful, complemented by gentle typography and an inspirational tone of voice; a style tailored to the luxurious nature of Gemini Quartz.
The logo itself highlighted the balance between design and technology, visually reflecting the product concept; the two initials joined with a bespoke ligature but separated by a line detail.
Particular consideration was given to connecting the product to the J Rotherham brand, with an ownership detail becoming a key part of the identity system.
Gemini Quartz proposes succinct yet varied collections of luxury quartz. With this in mind, we curated a product structure of design conscious collections, allowing for effective storytelling which would further enrich the brand within the portfolio. This structure also illustrates the versatility of the collections, an important factor when considering the diverse nature of interior decor and the evolving trends which greatly impact the sector.
Bringing the collections to life
The collections became the foundation for the next stage of the Gemini Quartz brand identity: art direction, photography and styling. Utilising the entire GQ product range, we directed a number of shoots capturing both still and moving content to create a library of visual styles and imagery for use across multiple facets of the brand identity. Once again, the versatility of the product range came to life and our chosen colour palettes for the brand began to highlight a visually pleasing juxtaposition; from the calming elegance of cotton + smoke through to the moodiness of navy + iron. Throughout each collection, the styling of the sets and the carefully chosen props to support the worktops, allowed us to establish a narrative for Gemini Quartz.