Our design strategy involved repositioning and renaming the ‘Home and Bargain’ business when it had some 25 stores and was finding it difficult to acquire trading premises in better locations due to it’s downmarket image – a brand positioning that we evaluated as being inconsistant with the market sector that could be reached. As well as repositioning, revising the name and designing a new brand logo, we gave the whole store a fundamental upgrade in terms of look and feel. In this tight margined business we had to work within existing budgets, proving that good design need not cost more.
A brand positioning that we evaluated as being inconsistant with the market sector that could be reached
