Turning Ideas into Realities
wickes own-brand paint
A range review, and then some
At this time, much of Wickes’ range comprised own-brand product, paint included. Despite its largely high specifications, customer perceptions were poor, so the category was identified as having significant potential for growth.
The project saw a very comprehensive range review, including all aspects of brand and marketing. These were essential for an impactful re-launch and shifting brand metrics.
What I did:
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I was the brand marketing/customer experience lead for the project, heading up:
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In-store environment
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Packaging
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Photography & CGI
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Colour trends & colour naming
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Specialist colour card production
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This work contributed to the 6% increase in Gfk market share, delivering significant incremental sales