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DEVELOPING A BRAND POSITION

Making the outdoors great again for families

Brandscape

We all know that getting outdoors can give your mental and physical health a huge boost. Even so, many kids and families are not as active outdoors as they could be. A little encouragement from the right products can go a long way to help.

Challenge

Wilko asked us to create a brand logo and packaging design for its range of seasonal outdoor toy products.

Naturally, the creative had to be eye-catching and positive and look consistent on shelves; most importantly, it had capture the fun and enjoyment families can have playing in the great outdoors and work across multiple different packaging structures and formats.

Added to that was a huge photography challenge: many of the products came from different overseas suppliers who supplied their own photography for each product. Our job was to consolidate the images into one unified brand look on pack so they worked together on the final packaging.

Approach

Encouraging families outdoors was our brand goal, so we created a logo that was also a direct call to action. We also used a summer’s day colour palette to boost the positive vibes around the new logo: Wilko ‘Let’s Get Active’. To maintain a consistent look around the photography, we introduced graphic details such as water splashes and stars, making them interact with the images to help ‘blur the lines’ a little if needed. These graphics also gave movement and dynamism to the products so that they looked active and felt exciting.

Services

Creation Implementation Stewardship
“It really captures the fun and enjoyment families can have playing outdoors."
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