Black Technology Stores UK
An electronics retailer in the UK. Brand identity and POS brand communications.
We help business leaders discover and define a brand narrative that will inspire consumers.
Black is a premium Currys PC World high-end technology retail chain, aimed at gadget enthusiasts and is one example of a brand that inspires consumer loyalty. Location - Westfield Shopping Centre Stratford, London.
What we did for Black Technology stores
The original Black logo and store fascia at Birmingham confused customers. The Black identity needed to be aligned as a whole new proposition for store design, a stand-alone sub-brand.
The management team felt that the BLACK stand-alone logo does not have enough connection to the new Planet master brand and customers are confused or do not know that BLACK is a Currys PC World offer.
The typeface of the previous logo is too light to have an impact and stand out on the high street. The lime green has no relevance to either brand.
Consequently, we redesigned the BLACK logo so that it becomes a sub-brand or has more of a connection to the new Planet master brand whilst retaining the look and
feel of a premium concept.
The next step of the design process focused on communication at various points along the customer journey. Electrical retailers need a consistent, and customer-oriented approach to establish 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 fixed. 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.
Working with the Marketing team of Currys PC World, we rebranded Black with a new corporate identity and created a communications suite for application to their retail stores.