Wolseley UK
PUTTING THE CUSTOMER FRONT AND CENTRE
A new name, brand and store experience for the UK’s No.1 trade merchant.
BRAND IDENTITY | STRATEGY | RETAIL ENVIRONMENT | UNIFORM & LIVERY | EMPLOYEE ENGAGEMENT
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The Wolseley Brand has existed for many years, but always at a corporate level, never customer facing. With the Wolseley name now becoming the name above the door on all their stores. It was in need of a refresh to ensure it was fit for purpose and had longevity for the brand rollout.
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Wolseley is the UK’s largest plumbing, heating and cooling trade specialist retailer.
When they brought together their separate plumbing, heating, cooling, drainage, pipe and parts ‘Centre’ brands under one new name, they saw an opportunity to reinvent their service design and the way their customers shop in their branches.
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A new customer facing name, brand strategy and in-store, product and online identity rolled out across Wolseley’s 500 UK branches, 250 vehicle fleet, 4,000 branch staff in new uniform and its campaign and eCommerce platforms.
CREDIT: Produced with The Team - Creative branding and communications consultants.
Old parent logo
New retail logo
New brand logo
The Wolseley Brand has existed for many years in the background. Whilst not previously a direct consumer facing brand, it has gained brand equity during this time. Therefore it was important to ensure the new logo was refreshed and fit for purpose, whilst not loosing is recognition with existing customers.
Specialist departments
Taking the existing individual store identities of Plumb Centre, Parts Centre, Drain Centre to form 6 specialist departments all under one roof, for convenience, brand strength and wider knowledge
Old retail logos
New specialist department icons
Building the brand from the inside out, we helped define and shape a new unifying customer promise, positioning and identity – designed to help its customers achieve more.
