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Ravel created a new website for australian araucaria™, bringing together the brand story, custom creative and product information in one digital experience. The site formed part of a wider Ravel initiative spanning brand, content, photography, video and launch support.
Grown in a beautiful plantation forest within the Sunshine Coast Hinterland, australian araucariaTM is a premium sustainably grown timber. The brand’s story is grounded in sustainability, premium quality and the rich natural qualities of the timber.
The australian araucaria™ team came to Ravel in 2022 with a blank canvas and a vision to create a brand and narrative that accurately represented the timber and its story. With no established brand or digital presence, australian araucaria™ was looking for a clear identity and a website capable of introducing them to the market. It was important the story connected to its Queensland origins, sustainability and natural qualities.
The project became a Ravel-wide initiative, with brand, copy, design, production and development working together to bring the australian araucaria™ story to life. Creative assets were produced through shoots around Australia with celebrity builder and brand ambassador Adam Dovile, capturing the product, its applications and the people behind it.
To provide a platform that housed all key information and connects clients to suppliers, we designed and developed a website that reflects their focus on sustainability, premium quality and the natural elements of their timber. The design and copywriting evoke the visual and tactile qualities of araucaria, giving customers an on-brand experience where they can find a supplier, see project stories or learn more about australian araucariaTM .
We also built a campaign and creative for the australian araucariaTM launch, contributing to an amazing event with print assets, photography and videography to capture the occasion, and a presentation sharing their brand journey.
In tandem with the launch event, we also developed and managed an integrated marketing campaign with the goal of growing the brand, positioning australian araucaria™ as a premium timber product and driving demand up the supply chain.
