Non-Food Branding.

During the lockdowns, the way people lived in and shared their homes shifted. The team at Kin (Wilko’s innovation arm) saw a gap for a new storage brand that could tap into this moment. They came to Our team to create a new identity from scratch that could be friendly, functional and judgment-free. It had to be less about having a perfect home and more about doing your best with the space you’ve got.

We led workshops to define the brand’s values, positioning and tone, landing on a strategy built around positivity and progress. The identity was designed to be honest, helpful, and self-aware, defined by our guiding principle, “Nifty ways to stay neater”. It was brought to life through clever messaging, cheerful visuals and a sunny tone of voice that made even stackable boxes feel joyful. We delivered a full brand book to keep things tight, from pack to point of sale.

Paul Valentine Group made their name in watches, but with the launch of Faye – a more accessible fashion jewellery brand – things started to blur. Both brands were growing fast, but shared categories, audiences and founders meant the lines between them were getting harder to define. Our brief was to devise a strategy to give Faye a distinct voice and role in the portfolio.

We travelled to Germany to run brand workshops with the founders and their teams, unpacking what each brand stood for and where they could confidently diverge. For Faye, we built a full strategy and identity centred around self-expression and emotional connection. “Wear it your way” became the positioning, empowering women to style jewellery with confidence, individuality, and ease. A refined logo with speech marks echoed this sentiment across every touchpoint. We delivered a magazine-style brand book, complete with tone of voice and art direction, made to live proudly in their sleek new HQ.

Bullfix had a name with serious punch and a product that really delivered. While the plasterboard fixings were trusted by trade professionals, there was an opportunity to grow into the B2C sector and the packaging didn’t reflect the performance. With small-format packaging, limited shelf real estate and big competitors in its way, Bullfix needed an identity strong enough to muscle into retail and speak directly to both pros and DIYers.

We refined the bull icon and brought it back with more impact, pairing it with a sharp, purpose-built wordmark drawn from the same geometric angles. A prominent black and red palette helped Bullfix stand out in a sea of white and blue, while confident, oversized typography made the most of small pack sizes. From shelf to shipping, we built a unified brand that always looks the part and flexes across retail, trade and online channels.

ASDA’s homeware range was so diverse, with everything from high-design lighting to mops and buckets sat under one name and one logo. With no clear brand structure or tiering in place, it was hard for customers to navigate and harder still to grow. ASDA consulted Our team, asking how they could differentiate themselves and feel appropriate across various home categories.

Our solution was to leverage the already successful George brand under the newly defined, George Home, for products like bedding and soft furnishings, that aligned to their values of quality, style and value, while ASDA retained ownership of functional, value-first items. We defined a three-tiered architecture across price points, using colour, tone and photography to guide shopper behaviour: bright yellow for entry level, inspiring get-the-look mid-tier, and rich aubergine for premium collections. We advised on store layout and customer flow, with ideas that are still rolling out today. George Kids and Baby were also brought under the same system, unifying the full portfolio.