Located in Cork, Ireland, JadeAshton Group aims to manufacture and supply high quality handcrafted furniture and decorations at affordable prices to customers across the country.

The first major change was the company name. The previous title was found to be quite limiting in terms of simple, to-the-point brand recognition, as well as preventing the company from progressing forward into new products and services in the future. The term "Group" is a common identifier in the Construction & Craft industry that will allow the JadeAshton team the freedom to explore potential growth into new divisions and services without giving their audience a tunnel-vision view into what it is they provide.

When we were first approached by JadeAshton Group, it was clear that a huge motivation for the success and dedication to the company was the representation of family. We felt it was important to carry this representation over into the new brand identity while also communicating the core message and values of the company.

The circular symbol used in the new JadeAshton Group logo not only represents progression, timelessness and the potential for growth, but also represents construction, craft and fitting things into place. The four wedges that are slotted into place also represent the four family members that motivate the founder of the JadeAshton Group to dedicate so much time and hard work towards the business.

The original JadeAshton branding made use of a diverse colour palette, with each colour representing the different family members that inspired the dedication to the business. 

While the message was communicated well with this system, the wide colour spectrum would only limit the future branding possibilities and would result in messy visual assets, giving the impression that the brand doesn't understand what it's trying to represent.

We made the decision to move the family representation from the colour system, directly into the logo symbol so that the message would not be lost in the rebrand, and the identity was free to use a more appropriate and professional colour system. With the family representation saved, the colour green was chosen to maintain the concept of sustainability and also the meaning of growth, trust and stability that the company has as its essence. With it being a common colour in the construction industry, the green palette will be used to design future branding assets to enforce the new visual identity of JadeAshton Group.