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Wickes Own Brand Identity
Wickes’ own-label packaging design was communicating poor quality, and a recent make over by another agency was taking it even more down market.
The irony is that Wickes products are exceedingly good quality – they just don’t look like it.
Plus, the good, better, best segmentation was not clear to the consumer making the fixture very difficult to navigate. Consumers were actually walking out of the store because they couldn’t find what they wanted.
Project Scope:
Own brand packaging strategy, brand delivery and brand design
Main Questions:
- What communicates quality DIY?
- How do consumers shop the store? And what are their key needs?
- What would improve the Good, Better, Best segmentation communication?
