How to position a leading UK retailer’s homeware range.
We have always had a long standing relationship with Asda so when the brand team asked our advice on how to build a great selection of home products into a brand that would inspire shoppers and drive incremental sales (moving Asda to number 1 in the non food retail market)….we got our thinking caps on.
Was to leverage the power of their already successful brand, George. We created the George Home identity and wanted our design to show what a loved and lived-in George home looks like. We helped shoppers explore the whole range and encouraged them to buy into the look by cross selling complementary items through our aspirational lifestyle photography. We explored the instore environment and how upgraded shelving and store layouts could encourage more browsing. Making a complex range look simple…We retained George’s black house colour and created design solutions for OPP, Mid Tier and Top Tier products with obvious clear water between the three. Kids and Baby were also created as part of the portfolio.
A bold design execution with focus on the product story achieving confidence and authority.
What we did...
Brand Guardianship. Strategic Positioning. Full Range Audit & Recommendations. Design Architecture. Brand Guidelines. Client Stakeholder Engagement. External Training. Roll Out.
Have you got the Gene?
Unilever wanted to launch a new campaign to reignite the Marmite brand, so we collaborated with another Omnicom agency Adam & Eve on the ‘Marmite Gene’ campaign which sought to demonstrate if there was any scientific evidence behind why people loved or hated Marmite. Our role was to communicate the science behind the Gene project in a uniquely Marmite way, whilst providing assets which could be used by multiple partner agencies.
We created the central graphical assets of the ‘Helix’ and iconic ‘Gene Pattern’. We created a design toolkit containing a number of design assets that were used across various brand activation touch points including packaging, direct mail, PR influencer presentation boxes and assets for use on the digital platform.
Marmite saw an 11% sales uplift on the back of the Gene campaign.
OurCreative. impressive right from the start and really understood the brief on this project. We worked collaboratively all through the project and I was impressed with how the team managed to meet our tight deadlines. The packaging across the three tiers looks fantastic and it’s easy for customers to understand and shop. I am looking forward to working with OurCreative. again in the future and want to say thank you for all their hard work on George Home. We are immensely proud of what we have achieved!
Lucinda Maloney, Brand Manager General Merchandise, Asda Own Brand Team
OurCreative. have been brilliant from the off. They’ve been the key to us creating a design we couldn’t be more proud of, and at the same time have been on hand to guide us on areas we were completely new to - from IP to print finishes, and everything in between. We wouldn’t be in the position we are now without them!
Miles Nurse, Co Founder, Cantina
Since OurCreative. were appointed, they quickly got under the skin of the business, brands and category. Briefs are not just met but provoke strong debates and push our boundaries to get the best outcome. It’s a testament to how effective and easy it is to work with OurCreative. that from the initial product have come many others.
Daniel Reeves, Marketing Manager, IPN - Inspired Pet Nutrition
Creative, resilient and most importantly, fast! Working in a fast pace, everchanging industry, you need an agency by your side that can understand and cope with it all to help you reach that brilliant, winning idea! A fun and hard working team that you definitely want in your corner!