Singapore Design Awards 2010
TAK is Asia’s leading independent producer of interior laminates and finishes. Competing against well-established brands, both global and local, the TAK brand needed to create a differentiated brand strategy and proposition that would fulfill customers’ needs and aspirations through a strong design-led combination of innovative products and services that inspire.
For TAK, we developed the brand proposition ‘Choices’ – the possibilities that customers are availed of through its range of innovative, exciting and quality products – from the everyday to the unusual. Lamitak, TAK’s product brand, however, is all about creativity and inspiration.
TAK’s brand expression illustrates the recognisable graphic features that make its signature unique, whereas the Lamitak identity is an expression of its own brand personality, trendy, creative and fun. The symbol formed by transforming a square laminate swatch into a three-dimensional space in the form of an ‘L’ reflects the brand’s mission to educate, excite and create inspiring spaces. The deliberate similarity between the two identities express the relationship between the two brands but also the individuality that each brings to the market place.
Today, Lamitak is recognised for being a hallmark for design and product innovation, and TAK continues to ride the wave with a growing regional business.