3 Deep is a luxury branding and communications agency

Extraordinary brands for extraordinary people




The Laminex Group is the leading marketer, distributor and manufacturer of premium decorative surfaces in Australia and New Zealand. The company has a portfolio of market leading brands including Formica (Australia), Formica (New Zealand), Fusion, Trade Essentials and Green First. Established in 1934, Laminex Industries has a long history of innovation and product development. Each year the Laminex Group presents at Interiordesignex, a premier event for the presentation and display of interior architecture and design. As a highly competitive and frenetic environment, our brief was to launch a new and innovative decorative surface product within the 30 square exhibition environment.

At the time, presenting hundreds of small swatches of product was a paradigm adopted by all of the major decorative surface manufactures in the hope of demonstrating "depth of offering" and "choice" for consumers. We quickly identified that this strategy demonstrated little or no innovation, communicated a lack of enthusiasm to embrace design as a key brand driver, while failing to inspire or motivate the market.


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