A new Phoenix rises
Published
After 30 years as a pioneering leader in Australia’s bathroom and plumbing industry, Phoenix looks to its past to propel itself into the future with its 2021 brand refresh.
Concieved in a small shed in rural Victoria by builder Brian Wansbrough in 1989, Phoenix began with a clear vision – to manufacture three-piece tapware and accessories of the highest quality, with a strong focus on innovation and design. Flash forward three decades and this same company has grown far beyond its origins, offering an award-winning range of tapware, showers, and accessories, with plans for continuing expansion within the Australian market as well as globally.
Vivid Slimline Gooseneck Sink Mixer | Phoenix
As a leading brand that continues to evolve its offering, Phoenix reflected on its past and purpose to set a clear direction for its future. That is why on 13 October 2021, Phoenix announced a refreshed brand, which includes a new logo, new colour palette and the introduction of a new tagline ‘Refined by Design’, to reflect the company’s focus on defining trends and leading the bathroom and kitchen industry.
The new tagline encapsulates Phoenix’s core design philosophy. Each product is tested, polished and perfected, and supported by an expert team committed to delivering the most value to their customers. It is this focus on innovative design, reliable quality and reliable service that has enabled Phoenix to ensure trust in the brand, and a refined, timeless experience in the home.
The new logomark is a delicately reimagined version of the phoenix bird merged with the shield, which aptly signals change. The company stays true to its humble origins with the new colour palette that gives a nod to Australian flora, emphasising Phoenix’s home-grown heritage as well as its uniquely Australian perspective.
Axia Wall Basin and Bath Hostess Set in Matte Black | Phoenix
Since its inception, Phoenix has created bathroom and kitchen fittings through refined Australian design. It is a brand built on delivering innovation, precision and quality in every product – designed in house and made with pride. This rebrand communicates Phoenix’s tradition of vision, pride, trust and excellence – values that have kept the business running seamlessly for over thirty years and will continue to do so for years to come.
Phoenix
Related Articles
Articles
Creating synergies of form, hue and space
When considered from the perspective of the human experience, a chair is not merely an object. It is a human vantage point within a space, it is the focal point for energies and activities, and it is a visual anchor that guides activities and emotions.
Articles
Injecting identity into adaptable workplaces: the brand harnessing the visual treasure trove of cross-sector design culture
The magnetic pull of certain spaces comes down to how seamlessly they work and, more importantly, how they feel. Recognising this, Kettal Workplace draws on the uplifting codes of other sectors to deliver contemporary workplace design.
Articles
What Nikari reveals about Finnish design and its love of wood
KFive Furniture and Finnish design brand, Nikari, invite us into a world of Finnish folklore and exquisite woodworking traditions. As we step through this moody, magical forest of culture and contemporary design, we discover what makes Finnish design distinct from its Scandinavian counterparts.
Articles
The brand spotlighting furnishings crafted with purpose and the skilled design minds behind them
A wander around a BACHLI showroom reveals a tapestry of captivating furniture designs, curated precisely and craft-led. Thanks to its longstanding partnerships with iconic designers, BACHLI has become a go-to for discovering the most exciting established and emerging Australian and international brands. Initially based in Melbourne, BACHLI have recently expanded into Sydney with their Surry Hills showroom, increasing their presence and opening their invitation to the design-savvy and curious nationwide.