A window furnishings distributor embraces bold new product branding with exciting results.

Waypoint Distribution
The look of Loov.
Brand design

Waypoint Distribution (Waypoint) is a successful South Australian wholesale company that distributes window furnishings (internal and external blind fabrics, hardware and plantation shutters).

In its 20th year of business Waypoint has grown from its origins as a sole operator to now having a strong presence in SA, WA and NT and a brand that is well respected by both the industry and its large customer base.

Waypoint initially came to Fuller to refresh its brand identity and marketing collateral. This project was so successful that Waypoint returned to Fuller to create a new product brand for its plantation shutters.

The brief was to create a brand that was unique, contemporary and revolutionary, to cut through a very traditional market.


In a first for Waypoint, it was creating and controlling the brand, rather than working with a supplier’s brand.

The project was an opportunity to build a new brand from the ground up and take on/disrupt an industry that has become dated and tired.

Waypoint wanted to impress customers and excite them with the brand to encourage them to find out more about or buy Waypoint’s shutters.

It also wanted a brand that would target not just the B2B market but also the end user, a unique strategy for the wholesale window furnishings industry.

Following a brand strategy process that delved into Waypoint’s audiences and brand truths, Fuller came up with the product name: Loov. and applied a product story and visual identity to it, along with four sub brands to sit underneath Loov..


Just one day after launching the brand to market, Loov. received its first sales order and has since been steadily receiving several orders a day which, according to Waypoint’s Marketing Manager Carly Way, has surpassed their expectations so early in the campaign.

“It is a completely new brand in the market, and we’re up against brands that have longevity and heritage,” she said. “The combination of a great product, strong relationships between Waypoint and our retailers/manufactures and a sophisticated, contemporary and relevant brand has meant that people believe in Loov. Plantation Shutters.

“Retailers will be proud to have the Loov. brand and collateral in their showrooms as it will lift their own profile and product offering,” she said.

Outcomes of the product branding included:

Brand strategy workshop and process.
Development of product name and brand identity for the umbrella brand – Loov.
Development of the Loov. brand story.
Development of four product names and logos that sit under Loov. – Loov.timber, Loov.poly, Loov.hybrid and Loov.aluminium.
Produce brand guidelines.
Write and design consumer brochures.
Design technical manual for resellers.

Ideas, insights and inspiration direct to your inbox.