For 25 years, Studio Ongarato has challenged the conventions of branding, wayfinding and placemaking both locally and internationally. Renowned in the design industry for their branding, identity and passion for design, we couldn’t think of a more suitable agency to entrust with the JRF rebrand.
We sat down with Ronnen Goren, Co-Founder and Director of Studio Ongarato to discuss their design process, what makes a successful brand and the creative direction behind JRF’s new brand identity.
Broadly speaking, what makes a strong brand?
Strong brands today have a clear understanding of their audience as well as the communities they create around them; they are clear about their likes and dislikes – and are driven by a creative vision. They understand that their brands are the sum total experience of their image & identity, thought leadership, social media narratives, staff culture and their engagement with customers both online and offline.
Top 3 design brands globally?
Aesop – signature product & packaging, their store experience and commitment to literature & philosophy
Vitra – its radical way of delivering and curating furniture & furnishings for modern life
Apple – for its unwaivering commitment to the value of design & technology through product, interface and store design
How do you approach a new project?
Every projects starts anew, with no preconceptions. Curiosity, enquiry and challenge to the status quo through strategic thought helps us creatively position and define brands that have been culturally influential. We have always prefaced ideas and the creative positioning of brands over style, which has meant that they stand out as a result of their conceptual clarity.
What attracted you to working with JRF on their brand refresh journey?
We had worked with the James Richardson Group previously and understood the value they placed on brand and design. Working with a business that had a strong founding vision and ethos provided a great foundation from which to reposition and elevate the brand for its future – a strategic design response which would be as much about the culture as around design.
What makes the new JRF so special?
The new identity revitalises the JRF brand, building a connection between its proud heritage, and a dynamic solutions-based vision for its future.
Describe the creative direction behind JRF’s new identity?
The juxtaposition of the Old vs New sets up interesting tensions in the brand that allowed us to reference the past whilst injecting an overlay of the contemporary. The identity system as a whole has layers and graphic dimensions that allows it to flex from something mannered to more expressive depending on the context and communication. Selection of colour, nuance of finishing and embossing with a bevelled edge provide nuanced detail to JRF’s new identity and logo.
Interview w/ our Creative & Brand Director, Georgia Danos
Salone del Mobile 2022
Our Top Picks for Melbourne Design Week 2022
Five minutes with Rachel Luchetti and Stuart Krelle from Luchetti Krelle
By Rachel Luchetti and Stuart Krelle
Five minutes with Ryan Russell & Byron George of Russell & George
Five minutes with Jean-Paul and Gilad from RITZ&GHOUGASSIAN
Ross Didier, Founder of Didier
studio-gram have curated their top 12 JRF products
Five minutes with Dave Bickmore and Graham Charbonneau of studio-gram
Five minutes with Jeremy Bull
5 Minutes with Cushla McFadden & Jade Nottage
Interview: France Soir & Sensory Lab
Our hearts are with you Victoria.
Five minutes with Bianca Hung
Working From Home w/ Jason Parry
5 Minutes with Angela Ferguson
The Futurespace Edit
Working From Home w/ Cal Lodding
Our Top Picks
Melbourne Design Week 2020
A note from our Creative Director, Georgia Danos.
5 Minutes with Paul Hecker & Hamish Guthrie
Our Top JRF Moments in 2019
Our Favourite Things from 2019
The Hecker Guthrie Edit
Welcome to the new JRF.
Amber Wallis Exhibition
Pedrali at Salone del Mobile 2019
TON x JRF
CEO of TON
An exclusive collaboration with JRF