EnduraFloor by Laminex.
Flooring · Brand Identity
Laminex, one of Australia's leading suppliers of flooring products, briefed Morice to create a bold new brand identity for its EnduraFloor range. The visual system was built around the concept of strength and durability, brought to life through the use of a goanna, a symbol of toughness and resilience. The result is a confident, memorable identity that reinforces EnduraFloor's promise: Made Tough. Created in collaboration with Disegno.
A flooring brand built for the worksite.
EnduraFloor needed to land like a tradie's tool, not a homeware brand. Laminex briefed Morice to build a visual system that earned respect at the point of sale and held its ground next to the imports. The work had to feel Australian, hard-wearing, and unmistakably part of the Laminex family.
Toughness with a face.
The goanna is native, resilient, and instantly Australian. It became the mark for the EnduraFloor range. Stencil typography carries the grit. Brand green carries the system. Made Tough carries the promise. Every asset in the family points back to the same idea.
Built for the slab and the long haul.
From product packaging to retail signage, tradie merch, and point of sale. The system holds at boardroom scale and at the back of a ute. Every touchpoint reinforces the same idea. Built for the site, the slab, and the long haul.
