Kingfisher One Brand
Creating a new global brand to change the home improvement market
Kingfisher plc. is an international home improvement company consisting of 4 market-leading brands that operate in 10 European countries with 1,280 stores. Trading as B&Q, Castorama, Screwfix and Brico Depot, they employ 78,000 people and report annual sales of £11.7bn.
The brief was to define the creative vision for the ONE Kingfisher Transformation Plan with the delivery of a creative upgrade that would be applied across all markets. My vision was to deliver a creative ecosystem that would be celebratory of DIY/ Home Improvement heritage and in addition to launching a new own brand GoodHome, would compliment the existing retail portfolio.
CEO Véronique Laury setting out her ambition for One Kingfisher: https://www.youtube.com/watch?v=Dd_dMlBT_3U
The GoodHome brand guidelines and DNA manual articulate this creative ecosystem through interactive digital platforms.
This includes digital design language, in-store environment look and feel (2D and 3D), packaging design, print (catalogues and brochures), external campaign direction, internal communication guidelines, staff uniform, etc. Below links to the new digital platforms:
https://www.kingfisher.com/en/index.html
https://www.diy.com/brands/goodhome
https://www.castorama.fr/marques/goodhome
A new all channel creative ecosystem designed with the customer in mind. Will be integrated through the existing retail brands e.g. B&Q, Castorama from 2019.
We worked with Leo Burnett London and award winning director Dexter Fletcher to create TV ads to support the Transformation Plan. These aired in each territory under the brand names B&Q, Castorama, Brico Depot. These ads were the precursor to the GoodHome media campaign that would follow.
https://youtu.be/H3QhMJ3u2cY
https://youtu.be/rJ1IBa9PfWs
The creative visual identity assets have scored 100% in customer focus groups. Internal reception is high, with full backing from the CEO and PLC board.
The new store environment concept takes its cues from the Good Home brand DNA and brings colour and natural materials into the store environment. In short, it’s a celebration of the home improvement market and it’s heritage. Below some examples of the new stores environments.
The store look and feel celebrates the materials and finishes from Home Improvement heritage and applies these with the new 2D brand ecosystem.
As part of the brand DNA creation a materials palette has been defined to celebrate the heritage of home improvement and DIY, and to bring this to life in the store environment.
New uniform showcasing the brand identity assets and colours.
Examples of the new brand packaging, this is part of the garden/outdoor range.