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A confident new brand expression design for Howdens

Howdens
HowdensBrand CommunicationsB2BHomes & InteriorsUK

Objective: Modernise Howdens’ brand expression to drive growth among a new generation of tradesmen and consumers.

Howdens are the UK’s biggest supplier of fitted kitchens and joinery products. Trusted by tradesmen - and even The Queen – this is an authentic brand with real equity. With ambitious growth plans, Howdens wanted to modernise their brand expression design which would appeal to a new generation of tradesmen with a more diverse end-customer.

Having a complex business model in which builders sell to customers, it was doubly important to create a brand positioning and creative visual identity design which worked for multiple audiences – without overcomplicating their consumer-facing brand communications.

Creative visual identity design: the rooster is a synonymous symbol for Howdens. To drive greater brand visibility, we redesigned this iconic logo removing it from its roundel.

A refreshingly straightforward brand expression design

We evolved Howdens' positioning with a creative brand expression design to support their future growth plans, devising a creative visual identity design that provides clarity and confidence. Our no-nonsense creative strategy and brand communications design meant protecting its heritage and enviable brand equity, whilst modernising the brand's expression.

Being a trade-only brand, helping build trust with the end-consumer was also essential to our brand transformation. Our clear-cut brand strategy and positioning, created inspiring campaign content for all consumer-facing channels, not only helps Howdens build their business, but also helps the builder grow theirs.

Honing their heritage: Howdens logo and creative visual identity design, nods to the origins of the brand which started with two brothers making chicken sheds in the 1930’s.

Authentic brand identity system: Howdens logotype has dovetail joints & crafted incisions as part of its letterforms. This was carried through to the bespoke typeface we created.

On the side of the builder: We embedded the brand’s manufacturing ‘know how’ into every part of their brand expression design, a language that the builder would easily understand.
An expert shorthand: brand communication designs were direct and immediate, emphasising the brand’s understanding of the builder’s everyday life – it’s busy, frantic and has no time for fuss.
Brand culture: brand guidelines and internal communications invited everyone to understand the spirit of the new brand direction, and to see things through the lens of the builder.
Holistic brand transformation: our brand strategy and positioning has been applied to all assets, from brochure and website to depot interior design, signage and transport fleet.
Design leadership: we gathered insights about future living and interior design trends in order to position their new creative brand expression for multiple audiences.
Aspirational brand communications design: high-end brochures we created became a prized sales tool for tradesmen, elevating this trade-only brand positioning with end-consumers.

Design-savvy, social media content creation: we produced lifestyle campaigns and cooking content to further drive brand consideration with potential kitchen buyers.

Talk to us about creative brand expression design

If you are looking for an award winning branding design agency in London to lead your global brand transformation project, let’s talk. You can also check out our agencies latest brand communications design case studies on our branding work page, or take a look at our Wonder blog for expert industry insights and creative inspiration.

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