Knotte
Knotte is a modular lounge brand we’ve played a pivotal role in bringing to life, and an example of JAC AND’s integrated creative partnership model at work. From the seed of an idea, we helped bring Knotte to life, working closely with the CEO to define a clear purpose, a distinct market position, and a strategy for lasting success. Every element, from naming and brand architecture to tone of voice, identity and digital presence, was considered to reflect the product itself: modular, expertly crafted and built to last.
Our partnership extends beyond design. We strategically guide Knotte through brand experience strategy, campaign planning, operational systems, partner curation, supplier management, and in-house sales support. From concept through to launch at Melbourne Design Week, this brand demonstrates what happens when brand and business are aligned. Like the beautiful Knotte collection, everything works together with precision and intent.
Sitting apart
While the parent brand, Burgtec, has built its success in the mainstream commercial market, Knotte needed to speak the language of the A&D sector: architects, specifiers, commercial designers, and all who shape large-scale multi-floor environments. JAC AND helped clarify and define this separation, ensuring Knotte could operate with its own purpose, values and tone. Rolling up our sleeves, we worked deep within the business to understand both the risks and the potential of different brand architecture frameworks. The foundation was then laid for both brands to speak with clarity, connect with targeted audiences, and grow with speed.
"The vision behind Knotte was to create a standalone, specialist brand for premium modular commercial seating. Our brief was to 'thread the needle' in creating a sister brand to our established business, Burgtec.”
Photography by Nic Gossage.
ONE HUB FOR MANY HANDS
By embedding ourselves within the business, we were able to help shape Knotte from the inside out. At the core of this was the development of a central brand hub; a practical system designed not just for brand alignment, but also for better ways of working. It connects teams, encourages stronger collaboration, and cuts out unnecessary meetings by consolidating tools, data, and templates into one accessible place. The system ensures decisions are backed by a clear business case, empowering the entire team to work with greater clarity while reducing noise, duplication and wasted effort. The result is a more confident internal culture, where people are clear on what they’re doing and why. This kind of early trust and ongoing investment from the client continues to pay dividends as the brand evolves.
“This is a long-term strategic play, differentiated as a specialised product and brand experience. By focusing solely on a single product segment, Knotte offers an enriched client experience and unique value proposition. JAC AND has delivered not only on the creative brief, but on connecting our brand’s vision with practical business outcomes."
SETTING THE TONE
The Knotte brand experience strategy empowers the sales team. From coaching sessions to collateral and ongoing implementation, we work closely to support both business development and marketing. This was most prominent in the sample kits. We created tactile tools for specification that not only reflect the modularity at the brand’s core but also support tailored, fit-for-purpose conversations with clients. Designed to make specifying simple and seamless, the kits help the sales team guide material selection, layout planning and budget discussions with confidence. From a full VIP set to a simpler binder and a smaller collection of cards for targeted outreach, each iteration features a high-quality finish, making a strong first impression.
MODULAR AND CONSIDERED
The Knotte brand was built to grow, reflecting the product. From the website to the broader identity system, everything was designed with modularity in mind, ensuring easy use across platforms, channels and teams. This approach supports a future-proofed brand built for long-term performance. In this way, brand and operations were considered hand in hand, with everyone, from in-house teams to curated communications partners, empowered to speak on behalf of the brand with confidence.
SUPPORTED TO SCALE
Creating a new brand is one thing. Creating one that can run lean without compromising on impact is another. Our strategy was to curate the right external partners who could effectively position the brand and extend its reach, without requiring constant internal sign-off. This partner curation ensured that the brand’s values, including local manufacturing and commercial-grade durability, were consistently represented. Engaging leading image-makers and marketing experts allows for streamlined operations and maximum value from day one.
Photography by Lillie Thompson.
START AS YOU MEAN TO GO ON
Working in collaboration with NHO, Knotte launched at Melbourne Design Week, instantly positioning the brand where it needed to be. With high-profile guests, excellent press coverage, and, of course, the incredibly beautiful product taking centre stage, Knotte made its debut within a thoughtful, immersive setting art-directed by Oigåll Projects that celebrated local design and collaboration. The event brought together design enthusiasts, industry leaders and collaborators, helping to establish Knotte in the community where it belongs. From the outset, the JAC AND–Knotte relationship has shown how brand, business and product can work together to deliver design-led, strategic and commercially enduring outcomes.
Photography by Michael Pham.
“Developing the Knotte brand alongside a stellar team has been a milestone for JAC AND. This project is a benchmark example of how we like to work: bringing our full capabilities to the table and collaborating with the right people for the best outcome. It is a testament to a forward-thinking client who understands the success that comes from brand and business working together.”
Folio documentation and product photography by Lillie Thompson. Event photography and video by Michael Pham. Motion piece by MR. P. Renders by Joanne Odisho. Folio motion by Hamish Payne and Akansha Kukreja.
