Tongue & Groove
Brand Consulting
I worked with Australian luxury flooring brand Tongue & Groove to refine its identity and elevate its messaging during a major rebrand. Developing a comprehensive tone-of-voice guide, I helped shape a distinctive brand voice that reflects its craftsmanship and design expertise. I also wrote all website copy, press releases, and creative content, ensuring consistency and impact across every touchpoint, and am engaged with ongoing creative copywriting.
Since the beginning, Tongue & Groove has been driven by a desire to revolutionise the flooring industry with Australia’s first three-layered solid oak board. Today, we remain dedicated to creating products that exceed expectations and redefine the potential of engineered timber to make it stronger, more beautiful, and more sustainable.
Tongue & Groove has an unwavering commitment to excellence in all we do – an ethos that has built a solid foundation for every aspect of our business. We set out to reimagine engineered timber, and have built a reputation for the unmatched quality, strength, stability and character of our finely engineered boards that are crafted from three layers of solid oak. This unique layered construction – the first in Australia – was developed by founder Richard Karsay, who was inspired by his experience working as a craftsman and flooring installer for more than two decades.
When we launched our first flagship showroom in Sydney in 2007, our revolutionary product range empowered architects and designers to celebrate the beauty of oak in new ways. By combining the natural character of solid timber with the strength and stability of engineered timber using three layers of solid European oak, we created a new standard of flooring.
The unmatched strength and stability of our boards makes them suitable for use not only on floors, but also stairs, walls, joinery, and ceilings. With a curated collection of 16 colours and finishes and sizes that range up to 400mm in width and 5m in length, our boards have the power to transform and enliven interior spaces.
Today, we have showrooms in Sydney, Melbourne, and Brisbane, and dedicated teams in Adelaide, Perth and New York, enabling us to support projects across Australia and beyond. Our dedicated team boasts more than 50 years of combined experience in the flooring industry, and has collaborated with leading designers and architects to bring the charm of European oak to a diverse range of projects around the world. Most importantly, our original commitment to honouring the nobility, beauty, and strength of European oak is still at the heart of everything we do.