Wickes revamps packaging

Published:  17 March, 2010

NORTHAMPTON: Wickes has redesigned its 6000 own-label product range.

The new branding launches with paint, which goes on shelf this week.

The Travis Perkins-owned retailer appointed Reach in early 2008. The consultancy says it was briefed to "develop a visual strategy that creates good-quality perceptions and makes ranges simple to shop".

Besides new paint packaging, Reach has also created a shop-in-shop fixture for the category. The entrance to the fixture was inspired by the arches in London's Carnaby Street, according to the consultancy.

During the research stage of the project, Reach worked with professional and amateur decorators, responding to the findings by producing 'more refined' packaging. It said that buyers of paint at Wickes are "far more design-literate and savvy than expected".

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