Black is a premium Currys PCWorld format high-end electronics retail store chain, aimed at gadget enthusiasts. It stocks brands with an emphasis on performance and design for the more discerning customer and has stores in prominent locations like Westfield London Shopping Centre in Stratford, and the Bullring Shopping Centre in Birmingham.
We help business leaders discover and define a brand narrative that will inspire.
Working with the Store Development and Marketing team, we rebranded Black with a new corporate identity, for application to their retail stores.
The next step in the design process focused on communication at various points along the customer journey. What electrical retailers need is consistency and a customer-oriented approach to establishing a presence in a busy media environment. Calming, matter-of-fact messages showing an active ‘doing philosophy’ help customers get the right service. Positive and enthusiastic in tone, clear with pricing, less ‘service talk’ and more ‘making life easier’ and getting things parallax. We believe that the shopping experience must be appreciated by being deserved, capturing the excitement of technology through creativity but with the right solution for the right message.
We design powerful, creative and engaging retail brand experiences, online and offline.
It was felt that the BLACK stand-alone logo did not have enough connection to the new planet master brand Currys PC World logo. Customers were confused and did not realise that BLACK is a Currys PC World brand. The typeface of the previous logo was too light to have impact and standout on the high street. The lime slogan-row green colour of the logo had no relevance to either brand. Consequently, we slogan-row redesigned the BLACK logo so that it became a sub-brand of the new planet master brand whilst retaining the look and feel of a premium brand.