This is a family owned business, started by my husband, who has high standards in designing and producing kitchens and wardrobes.
Exceeding his customers expectations is his priority.
While the business will start out focussing on these pieces, my passion for design and style, will broaden the business to cover design, plus a range of home-lifestyle pieces such as wall units/systems, bedroom furniture, coffee tables, wall units and (perhaps on the long-distance future) appliances.
The personality of the business, reflected in its values including aspirational, stylish, innovative and sophisticated, honest, practical and functional.
The company is named after our children, 'Belle' (from Isabelle) meaning beautiful, and 'Morgan' (well respected, calm and understated), which represents our life passion - family, home and friends.
Generally, home owners, men and women between 35-59 (baby boomers) who are focussed on investing in furnishing and decorating their home with high quality, custom-made furniture.
If Belle morgan were a magazine it would be 'belle'. Thus our target audience are readres of this magazine. See visuals - http://www.acp.com.au/belle.htm
Editor Neale Whitaker, says ".. contemporary, showcasing beautiful homes plus all the news and trends in interior design, architecture, furniture, home accessories, fabrics, art, luxury goods and beauty products. Even our food and travel pages have a unique design focus."
Price is not an option for these people - they are not willing to sacrifice good quality, style and aspiration.
Interior designers wanting unique pieces (not off the shelf products from Ikea)
A simple design, using the words - either in capitals or lower case.
A core competitor in our market, producing similar style of furntiture (kitchens and cabinetry) is 'Poliform' http://www.poliform.com.au
We require print format - .ai (CYMK), and web-design .jpg and layered .psd (RGB)
The logo needs to be easily recognisable and transfer well across platforms such as digital, websites, signage, printed and electronic marketing material.
Stay away from pastels, pinks, red, yellow or flurosecent colours. Colours that inspire us attached.
The logo also needs to work on branding actual furniture pieces or appliances (eg. MIELE appliances) - thus, it will need to work on opaque backgrounds, and possible be embossed or stamped on the inside of cupboards/wardrobes etc.
The logo needs to stretch into new categories, such as home appliances and will therefore need to be simple and bold (eg. KitchenAid, Jamie Oliver)
Attached is a copy of the front cover of belle magazine, which reflects the style and aspiration of our market - we love the look.
This feature in Vogue Living - March/April 2010 is also a taste of our style - http://digitalvl.vogue.com.au/voguelivin...
Black is still the ‘new black’ for kitchen appliances and accessories: underscore the drama with natural timber or cork, adding warmth and depth to the look.