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.
November 18th, 2021
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.
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.
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.
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