An own brand range provides a retailer with the opportunity to switch sales from more expensive branded alternatives. A well-executed own brand range look needs to work hard to stand out on shelf against its branded competition.
WILKO briefed us to review and refresh the packaging for their entry-level product range now a FUNCTIONAL. It needed to be bright, easy to spot, look affordable (but not cheap!) and easy to understand. Colours were also limited and it was important that these were consistent across a wide range of print processes. We certainly put the FUN back in FUNCTIONAL and developed stylised illustrations that feature across over 250 product lines. With strong yellow and grey colourways, these entry-level products can’t be missed across the store. The refresh proved successful and helped trigger positive feelings towards the brand and its own-brand entry-level offering.