STORE & ORDER

The Challenge.

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.

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Our Approach.

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.

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The Impact.

Store & Order now fills a clear white space in the market, brightening up the storage aisle and offering an alternative to unrealistic standards. The brand acknowledges that most of us aren’t neat freaks. We’re just trying to keep the chaos under control.