Newmor Wallcoverings has completed a brand refresh to highlight the company’s commitment to innovative design, its British heritage, and manufacturing expertise.
Manufacturing in Wales, UK since 1967, Newmor have become one of the leading suppliers of design-led, durable, and sustainable wallcoverings for commercial interiors worldwide. The launch includes a new logo, typefaces and brand colours which will be reflected through the binders, tip cards, website, and all other sales and marketing collateral.
The aim of the project was to bring a focal point to the brands rejuvenation and appreciation in its heritage, its design expertise, its manufacturing excellence and most importantly, its employees and customers," comments David Johnston, Managing Director. "The project has become the centrepiece of all the hard work invested in the business over a number of years.
"The journey we’ve gone through to reach its conclusion has been enlightening and has certainly brought a new perspective to the brand’s values and commitments to its future endeavours, whether it be in innovation or sustainability, a clear path has now been laid."
Moving on from the more corporate feel of the old logo and branding, which was originally developed to consolidate the UK business with the company’s international operations, the new brand represents the company’s commitment to celebrating pattern and design in commercial installations globally, while reducing life cycle cost, and impact on the environment.
The rebrand has launched alongside new wallcoverings, including three embossed wide-width fabric-backed designs and a collaboration with artist, Lois O’Hara. The new collections showcase the company’s innovative capabilities and the creative expertise of its in-house design studio.
"The aim of the project was to bring a focal point to the brands rejuvenation and appreciation in its heritage, its design expertise, its manufacturing excellence and most importantly, its employees and customers"
Tapping into the trend of resistance dying techniques, Newmor’s Batik design was derived from a hand dyed piece of fabric. In addition to the delicate tonal background print, the emboss adds to the tactile feeling of creased fabric after the dying process.
Traditionally batik dyes came from natural plant sources. The most widely used were indigo blue and soga, a warm brown hue made from the bark of the soga tree. The organic dye theme has been continued throughout the colour palette.
Marquetry is a geometric design which celebrates artisan craftsmanship and the technique of marquetry, which uses pieces of wood veneer to create decorative patterns. A matte finish in a natural wood colour palette with a trend pop of green which ties in with the ever-popular biophilia trend.
Peloso is a luxurious cowhide leather texture. The subtle yet intricate nuances of the emboss create a wonderful movement that replicates the organic patterns found in leather. The design comes to life when light catches the metallic and mica pigments to enhance the variances in the emboss.
A warm, sumptuous and sophisticated colour palette of jewel tones, utilising micas and metallics which add to the opulence of the design.
As part of Newmor’s ongoing range of collaborations with artists and designers, the company has launched a colourful and joyful collection of large scale digitally printed murals designed by Lois O’Hara, specifically for the commercial interiors market.