The home of family value: a new-look brand unveiled for Wilkinson
Over the last few weeks, 3 locations across the UK have seen the opening of new-look Wilkinson stores, part of a striking new brand we’ve created for the high street retailer.
In Surrey’s Walton-on-Thames, Leicester’s Lee Circle and Sheffield’s Haymarket, the public are now experiencing a great new shopping environment that’s still brilliant value for money – Wilkinson’s key promise to its customers. These pilot stores are the first of what will ultimately be a nationwide rollout of a new brand we’re incredibly proud to have created.
In partnership with Wilkinson, we’ve entirely remodelled the brand’s look and feel – including their corporate logo, in-store signage, internal communications, point of sale material and tone of voice. We’ve even designed their new staff uniforms.
At the heart of all of our work was the Wilkinson customer. From stronger store window messaging to clearer shelf-edge strips and high-level store navigation, the enjoyable new shopping experience we’ve created reinforces the personality of the Wilkinson brand at every stage of the customer journey.
To introduce the new Wilkinson brand to the store’s surrounding areas in the run-up to their opening, we developed a campaign that included external advertising in local newspapers, and on bus stops, telephone booths, billboards and local radio. The campaign was based on the strapline ‘brand new look, same great value’ to reassure shoppers of the great value they’d still find in their local Wilkinson. Now open, the stores’ new look and feel has been warmly received with excellent results so far.
With lots of stores still to open, the new Wilkinson brand is really just getting started, so look out for your local new-look store. When you do visit, we’d love to hear what you think, so drop us an email.
I LOVE this!!!! I am in the US but am familiar with Wilko. This new look is very sleek for their stores and reminds me some what of out Target stores in the US with the use of red and the more upmarket image while still delivering value.
The redesign of the new logo is great. The previous one (still in use on their website) is very dated and clunky.
When will this brand identity spread to their website? That is of course one of the quickest ways in which they can start to communicate the upgraded brand identity to a large audience who most likely are loyal shoppers who visit their site frequently.
Wow! What i personally predicted would be the next high street shop to fall to the feet of the credit crunch, has now seriously made me reconsider my feelings towards the forgotten and familiar Wilko’s!
A very clever and subtle change in the colour scheme has freshened up the dated look of a shop that until now looked lost on the modern high street. It is the new clean typography used in the logo that has made the biggest impact, what a change from the previous ugly and chunky logo, lets hope that all the shops take on this great redesign- SOON!
I think this is a real improvement for Wilko’s, a huge step forward possibly. It makes them look like a modern shop, sitting comfortably alongside the likes of Ikea, Tesco or SimplyFood (mini-M&S). There are 100’s of stores across the UK screaming out for this.
I think the choice of Leicester as a test store is strange. Surely somewhere on a high street would have given it a more interesting test?
I’m intrigued to see if it increases revenue.
this new branding is great, can’t wait for it to be rolled out across the whole wilkinson estate
The leicester store is much much nicer now that it is done the express tills are nicer and the new look bags are better than the tacky mining yellow ones
<3 wilkos
The Wolverhampton store will be a look and feel store soon it is just being redeveloped at the mo.
I work at a smaller wilkos in the manchester area and we have not had this new look yet, cant wait as I do think it looks great and not as dated as the one we have now.
The Epsom store has just reopened and i think it looks very smart. The store feels fare more spacious and i like how they have opened up the upstairs window allowing natural light into the first floor.
i love wilkos
A New Look and Feel is comming to the Shrewsbury In Feb 2010
new branding is great,