Bold new positioning for Wilko
Unification of own-brand lines. Heritage celebrated under one brand equity. New design strategy to convey playful authority.

Understand First

Beloved household retailer Wilko sought a refreshed visual identity for its entire portfolio, implemented across all touchpoints. For the first time, Wilko was to unify its own lines under the same, coherent positioning.

Beautiful Thinking

As part of a three-year partnership, our challenge was to elevate and evolve Wilko’s brand identity to reflect its values and product attributes of durability, ease of use, performance and accessibility. A layered design system with a specific colour palette and messaging on pack ensured that the new branding works across the vast range of substrates within the portfolio, while helping customers make the right choice and simplifying the brand’s internal processes.

Three overarching design structures ‘Core’, ‘Core Light’ and ‘Core Plus’ help customers distinguish the different ranges. For the Paint and Pet labels, we introduced a coherent colour scheme and photography to offer a level of intimacy with consumers, making Wilko feel both engaging and ownable in a crowded category.

“After conducting a survey with our customers, we realised the need for a brand refresh that highlights product benefits and eases navigation on shelves. We were looking for an agency that could strengthen our existing equities, and truly enhance our presence on the shelf. We’re sure [our customers] will be delighted with the results.”

Racheal Leonard, Head of Brand & Marketing from Wilko

Brand strategy, Brand Identity, Packaging Design, Artwork, Brand Guidelines

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