Problem
This independent, family business needed to rejuvenate its image with a more contemporary offer, while better promoting its whole range of products.
Response
A more modern visual identity has been carried across all communications, presenting all products equally, while retaining the characteristics of a family business.
Result
Store traffic rose significantly after the rebrand and sales exceeded predictions for the following 12 months.
Wells Interiors is a chain of furniture and bedding shops in south east England, with a number of stores throughout Kent. As an independent family business, they recognised the need to rejuvenate their image and create a more contemporary presentation of their stores and their overall offering, while retaining some characteristics of a family-owned business.
At the same time, the designers were challenged to ensure that there create a better balance between the furniture aspect of the business, which customers were less familiar with, and the bedding products, for which the retailer was better known.
To promote these two aspects of Wells Interiors’ product offer, design consultancy Curious produced an identity based on the theme of ‘living and sleeping’, at the same time giving it a more contemporary visual style. As well as the main logo and visual communications, the design group’s work included design of the store fascias, in-store signage, print materials, direct marketing materials, advertising and the Wells Interiors website. Retail elements such as carrier bags, price labels and store layout were also included in the project.
The store experienced a significant uplift in traffic immediately following the rebrand, as well as exceeding sales predictions over the following 12 months. In addition, the uneven split between the bedding and furniture sides of the business was far less pronounced at the end of the first year, post design work.
Organisation type
Retailer of furniture and bedding retailer
www.wellsinteriors.co.uk
Graphic design services used
Identity, print materials, signage, retail collateral, website, marketing material
Designers
Curious
www.curiouslondon.com