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George Home

Heart of the Home.

How to position a leading UK retailer’s homeware range.

WHAT WE DID

Brand Guardianship.
Strategic Positioning.
Full Range Audit.
Design Architecture.
Brand Guidelines.
External Training.
Roll Out.

OUR RESULTS

22% SALES UPLIFT.

OUR RESULTS

£5MILLION+ IN
INCREASED SALES.

OUR RESULTS

6% SALES UPLIFT.

Before
Before
Before
Before
Before
Before
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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.

Before
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Thanks to our research, we discovered the word ‘vegan’ could often be off-putting to some flexitarians. So we made the brand celebratory, revelling in the vibrancy of plant-based foods that are just as tasty and flavoursome as non-vegan alternatives. It was about promoting full-on flavour, never a compromise or lack-lustre meat substitute.

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To really get under the skin of the brand, we immersed ourselves in the competitor landscape, carrying out stakeholder workshops in Germany to find out what makes them unique. We engaged with all departments, from design to supply chain, to discover the brand’s DNA and get everyone behind the new brand strategy.

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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 created a new identity for Faye, using the shape of speech marks in the logo to represent self-expression and emphasise the self-affirming tone of voice. To represent the audience of the ‘Faye sisterhood’, all photography and illustrations were natural and unedited, a celebration of diversity and individuality.

Packaging design of mango sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies
Packaging design of strawberry sorbet lollies

Thanks to our rebrand, Faye now represents and celebrates female confidence, quirks and contradictions… unapologetic and unfiltered.

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By adding ‘Your’ to the brand name, developing a more personal tone-of-voice, and focusing on a human-centric photography style, we created a collection of own-able brand assets that showcase the one-to-one service Your Engine Room provides. To pay homage to the original logo, the cog was pulled into the imagery and the graphics were evolved to become softer and warmer, effectively symbolising Your Engine Room's vision of being an integral part of their clients team.

Dynamic content image from a design case study
Dynamic content image from a design case study

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.

All videos by Fresh Cut Creative freshcutcreative.co.uk
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full-on FLAVas.

Our impactful, colourful photography evokes the energy of the brand, bursting with life and vibrancy.

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THE book
OF FAYE.

We designed a comprehensive brand book, so the internal team could immerse themselves in the new world of Faye. Beautifully designed, the layered transparent pages reflect the layering of Faye jewellery, a tactile brand book, it has a premium magazine feel, that audiences will want to engage with and keep.

Dynamic content image from a design case study
Dynamic content image from a design case study
Dynamic content image from a design case study

OUR RESULT.

A bold design execution with focus on the product story achieving confidence and authority.

Dynamic content image from a design case study
Dynamic content image from a design case study

Zest for Life

A suite of flexible bold background colours gives the brand modernity, whilst allowing appropriate differentiation across SKUs and categories.

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We have created a pure and simple identity, with a cohesive suite of brand assets appropriate for different aspects of “Wellness” providing the appropriate flex for future growth.

Launched in late 2020 with the impact of Covid ongoing, UK consumers are still under lockdown restrictions. It’s early days but the range proves to be a success as customers crave a little Wellness and tranquillity at home.

Our new brand identity has energised Little Angels, which continues to go from strength to strength. As well as products and packaging, the design has been rolled out to point-of-sale in-store and on the new Asda Baby Club website, for a full brand experience.

Back to work.

Dig deeper into this project with
Kim
.
Kim Van Elkan
kim@our-creative.com07900 430870