Currys PC World Black retail brand identity design consultants

team up on design for electronic retail brand concepts here

Black Currys PCWorld electrical store brand identity, retail marketing strategy and in-store communications.
Dixons Retail plc is Europe’s leading specialist electrical retailer. In the UK it has 642 stores employing 23,000 people. Brands include Currys (295 superstores and 73 high street stores), and PC World (160 mass market computer superstores). Additionally, there are Megastores and 2in1 Currys & PC World superstores that give customers the best of both formats.

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.

Currys PC World Black retail brand identity design agency

Above the new brand identity and store - Below the old brand identity and store

Design cvonsultants Currys PC World Black retail brand identity
Currys PC World Black retail brand strategy design agency

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.

Retail brand identity consultants Currys PC World Black
retail brand identity agency Black
Currys PC World Black retail brand identity design by CampbellRigg

we breathe life into brand identity programmes

Black - Currys PCWorld brand strategy agency POS

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.

Currys PC World Black retail brand POS design consultants

We developed the templates for press and in-store communication

We then teamed up with the advertising agency M&C Saatchi to develop all the templates and communication for television, press, online portals and at the point of purchase for the stores:- information panels, visual identity, icons for home delivery. From the outset, we developed a holistic communication hierarchy that speaks to the customer.

Digital on-line  in-store POS design agency for Black Currys PCWorld

We developed the templates for press and in-store communication

Retail design agency Currys PCWorld Black

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