With the fine weather here and hopefully staying for a bit more of the summer, this is a key time for home and garden brands and retailers, as many of us look to improve our outdoor living spaces, over these long weekends.
Wow & then...
Growth in the UK home and garden market has blossomed over the past few years, with demand for all the big and little things keeping us active in feathering our nests. The UK retail market for pain and woodcare estimated worth over £1.2bn paint contributes 85% of this figure. Wilko invited us to look at how they could make a big splash with their paints portfolio, ranging from undercoats and primers, to the finest of Heritage paint solutions.
After doing the groundwork researching the market and retail environment, our approach for the packaging strategy was to get into the emotional mindset of the target audience, identifying the sometimes-terrifying task of choosing the right paint and colour that many of us struggle with so we often end up going with the safest option.
We've developed an architecture across the whole Wilko’s paints range to make the navigation easier to shoppers giving their living space a fresh look but didn’t stop there. Thinking beyond the initial brief, we also developed concepts to maximise consumer touch points.