The Works Rebrand
The brief
We (myself and creative team while working for Tribera) were asked to re-imagine The Works brand (inside-out) - defining a new brand purpose, repositioning and changing the way customers view and shop. The Works was perceived as chaotic, random and lacking clear identity.
With inconsistent messaging the brand underperformed against competitors due to the chaos customers experienced instore.
The idea
The main objective was to become a less chaotic brand, enhancing customer experience in store. We delivered:
A new and exciting clear direction for The Works, creating four clear categories: Toys & Games, Books, Craft and Stationery
A fresh new visual identity including logo, illustrations, photography, tone of voice and in-store design
A comprehensive brand guidelines
POS hierarchy system
UK wide 2023 brand roll out across over 500 stores including: signage, windows posters, shelf strips, bay headers plus many more customer touch points
Results
The brand significantly underperformed against category competitors due to customers being confused about their offering. The brand tracking results 6 months after the new brand roll out had shown growth in mental availability (the buyer will notice, recognise and/or think of a brand when considering a purchase) for all key categories ranging from 2% to 25%.
A clear and exciting brand purpose, improved customer perception, and shopper instore journey, supported by a comprehensive set of brand and POS guidelines.
