Black Technology Stores UK
A technology and electronics retailer in the UK. Creation of the brand identity and POS 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 Currys PC World Black
The original ‘Black’ brand identity was created to appeal to Design Driven Spenders. Customer feedback on the branding was very positive and in line with consumer audience expectations as it portrayed a modern, trendy, upmarket technology store.
However, the Currys PC World Brand Portfolio strategy aims to rationalise the number of brands that Currys PC World has in its portfolio. Following our work creating the brand identity for Currys PC World, we were asked to dual-brand the store Currys/PC World Black and make the branding feel more like ‘Black’.
It was felt that the BLACK standalone 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 and has more of a connection to the new brand identity we created for Currys PC World 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. What electrical retailers need is consistency, and a 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.