Essier
- Brand Naming
- Brand Strategy
- Visual Identity
Client
Essier Bamboo Decking
Category
Building Materials
Essier engaged Rehaula to redefine its position in a decking market where sustainability greatly needed.
Leading a full brand strategy, renaming and visual identity, Rehaula repositioned the business as a category leader championing circular solutions as the standard, not the alternative.
The outcome is a credible, future‑focused brand positioned to lead the category and shift how sustainable decking is valued.
The Challenge
Essier was operating in a decking market driven by price, familiarity and short‑term decisions, where sustainability was acknowledged but rarely decisive. While their solution was designed to lead industry change, the brand lacked the authority and clarity to challenge entrenched norms and compete at a higher commercial level.
The key challenges were:
- Standing out in a crowded, price‑led category
- Building immediate credibility with specifiers and partners
- Reframing sustainability from an alternative to the industry norm.
Services Delivered
Brand Strategy
We defined a clear brand position, value proposition and messaging framework to shift Elysium Decking (soon to be Essier) from a sustainable alternative to a category leader. This strategic platform reframed sustainability as a commercial advantage, giving the business clarity, confidence and alignment across all touchpoints.
Brand Naming
Renaming the business from Elysium Decking to Essier marked a deliberate step away from category conventions, creating space for leadership positioning and long‑term growth. The name supports differentiation, credibility and relevance within a mature, price‑led market.
Visual Identity
We developed a refined, distinctive visual identity, including logo, colour palette, typography system and supporting elements, grounded in practicality rather than superficial luxury. The system reflects Essier’s role as a brand that simply makes sense, reinforcing trust, clarity and long‑term usability.
Results
Clear Category Leadership
Essier now occupies a distinct leadership position, reframing sustainability from an alternative option into a practical, responsible standard within the decking category.
Stronger Commercial Credibility
The new brand builds immediate trust with industry partners, specifiers and customers, supporting higher‑value conversations and long‑term partnerships.
A Platform Built For Growth
With a clear brand strategy, name and identity in place, Essier has a scalable foundation to support expansion, consistency and future product innovation.
A Good Brand For
All Essier is now free to create positive impact across the entire value chain, from the suppliers and partners that bring it to life to the customers that choose it and the planet that benefits every time they do.
Client Testimonials
What our clients have to say.
Behind every brand, website and marketing activity is a business that trusted us to get it right.
“THIS! What most people miss (myself included) is the research that precedes the brand. I was all too keen to jump right in, thinking I know what my customers want or how to position my business. What Amber does is look at the ocean, see what’s red (and full of competition) but also see where there’s blue.”
Joeri Tuijn
Essier
