Reason to revitalise the brand
Hard to remember now, but the B&Q brand identity used to be red and black. These colours were perfect when most of the customers were men who loved DIY. At this time the majority of B&Q sales took place in high street Supercentres, which were often converted cinemas or high street stores.
Then the Warehouse format was developed and with it, the customer base broadened to include women who wanted to buy home fashion products.
Strategic Start Points
- B&Q wanted to develop a modern brand identity for the Warehouse format, with the flexibility to work across a range of media, products and services.
- The new brand identity had to work on exterior signage, POS, packaging and brochures.
- The brand colour changed to fresh and ebullient orange, which conveyed a more modern and sociable brand personality.
- We found the answer in the simplicity of the perfect square.
- The new brand identity travelled with ease to the new B&Q stores in Taiwan, China, Korea and Turkey.
- The joy of the perfect square lies in the ease of scaling it up or down, to fit the different sizes required.
- The cleverness of the orange square lies in the flexible system of application.
- The guidelines allow for a choice of position on pack – which suits the product or brochure.
How we worked to create B&Q new Brand Identity
- Benchmarking competitors
- Creative brief
- Colour palette to fit the brand personality
- Concept sketchbook
- Design development & detailing
- Pagination and product order
- Project management
Brand Revitalisation Result
- New brand
- New look
- New confidence
- New clients