OVERVIEW
Refreshed for a new generation of homemakers.
We partnered with Woodie’s to refresh their brand for a new generation of homemakers, modernising their identity while preserving existing brand equity. They expanded their positioning to further include Home and Garden, reflecting a broader lifestyle focus. Collaborating with leadership and marketing teams, we developed a new logo, enhanced colour palette, typography, and a graphic system that transformed both in-store experiences and marketing touchpoints. The nationwide rollout across 35 stores created a cohesive, contemporary look while, in the years since, the rebrand continues to evolve with creative campaigns, packaging, and initiatives, keeping Woodie’s relevant and inspiring for modern Irish homemakers.
We were given the opportunity to work with Woodie’s to help them re-position the brand, developing a new identity, supported by experiences both in-store and across all marketing collateral and brand touchpoints.
Having been a staple of Irish retail for since the 1980’s, Woodie’s recognised that there was an opportunity now to refresh the brand for a new generation as the Irish economy awoke from recession.
New foundations.
Their vision was to introduce a new experience of what Woodie’s might be to the Irish consumer and to broaden the brand into Home and Garden.
Woodie’s retained considerable brand recognition in the marketplace and we were careful to reimagine and enhance the identity without losing equity or its connection to the Irish consumer.
One of the key tenets of the rebrand for Woodie’s leadership team was to build from the inside out. Woodie’s colleagues are the secret sauce and the leadership nurtured their love of homemaking and DIY expertise.
New brand.
We worked with their marketing and leadership teams to evolve the brand with a new logo, enhanced colour palette, typographic system and visual and graphic language. We developed a new in-store concept based on these foundations. This worked to not only modernise the stores but also to keep consistency across all the brand’s touchpoints.
New stores.
The brand rolled out nationwide and all 35 stores were refitted and refreshed. However, retail never sleeps and Woodie’s is an ongoing project. Therefore, we continue to work with them and ensure the brand stays fresh in-store and on the shelf with new creative, packaging, campaigns and initiatives.
WHAT WE DELIVERED
Brand Identity
– Visual Brand Identity
– Retail/Own Brand Identities
– Employer Brand Identity
– Brand Guidelines
– Brand Guardianship
Brand Expression
– Total In-store experience
– Point of Sale
– Wayfinding
– Own Brand Packaging Ranges
– Campaign Creative
– EVP Communications
