Genetix gx, the UK distributor of Giroflex furniture, has rebranded as Orangebox, with an identity, graphics and website by Studio Myerscough and an own-brand range of office products designed by Gerard Taylor.
The product design work, which is worth in excess of £100 000 to Taylor’s team, previews at the Spectrum exhibition this week and goes on sale from 17 June.
Orangebox managing director Mino Vernaschi says the range is intended to offer ‘inspirational and informal’ workplace furniture.
‘Big corporates are looking to improve the quality of their workspaces to retain staff and increase productivity. The rigid products and systems of old are on the way out and a more flexible [approach] is prevalent,’ he says.
Taylor says, ‘There is a need for real agility. Companies don’t want big architectural pieces, but individual items that are infinitely reusable.’
Studio Myerscough has created the Orangebox identity, in-store signage and marketing material for an initial fee of around £60 000.
Studio Myerscough director Morag Myerscough says, ‘We had to come up with something fresh and new, so why ignore the name? The [Orangebox identity] is an icon you don’t need words [to explain].’
Studio Myerscough was appointed in December 2001 after a four-way pitch. The Orangebox name was developed by Novas.
Orangebox manufactures and distributes Giroflex under licence in the UK and the new range will sit alongside Giroflex, and soft seating brand Dieteker, in its portfolio.