Lemaar has been a trusted name in Australian door hardware for more than 25 years. Following its acquisition by Allegion Australia, the brand was ready for its next chapter. While well-established in retail environments like Bunnings, Lemaar’s positioning leaned toward a more architectural, premium audience. The ambition was to reposition the brand as accessible, simple and empowering, appealing to a younger, budget-conscious DIY demographic while maintaining credibility with the trade market. At the same time, the identity needed to strengthen shelf presence, support expansion into cabinetry hardware, and provide a cohesive system across packaging, retail and digital touchpoints.
The opportunity wasn’t to reinvent Lemaar, but to reframe it. The brand already had heritage and recognition, what it lacked was relevance for a new generation of renovators. This audience wanted products that felt easy, modern and confident. They weren’t looking for complexity or technical language; they wanted clarity at a glance and a brand that felt current enough to belong in their social feeds. Lemaar didn’t need to become more premium. It needed to become a brand that made renovation feel achievable.
Hive delivered a full brand refresh designed for retail impact and long-term scalability. We evolved the Lemaar logo and introduced a bold, contemporary colour system built around vibrant oranges and deep navy, creating standout in-store while retaining brand familiarity. A modern, accessible typography system improved clarity across packaging and digital applications. The new packaging architecture prioritised confident branding, simplified product naming and intuitive navigation across the Good, Better and Best range tiers, ensuring the system could flex seamlessly from door hardware into cabinetry.
To extend the rebrand beyond the shelf, Hive also developed a 30-second brand video asset designed for both trade expos and social platforms. Balancing youthful energy with established credibility, the video introduced the new Lemaar tone in a way that worked even without sound — reinforcing the brand as modern, accessible and empowering.
The result is a cohesive brand platform that elevates shelf presence, strengthens recognition and positions Lemaar for continued growth across new categories and audiences.
