POS scheme for new concept stores
Wickes asked us to review and redesign their in-store communications for a new concept store in Huntington. They wanted a completely new look and feel, to match the simpler and less cluttered environment. So we put on our overalls, and set straight to it.
Staying true to the environment
We started with a full visual audit of the current communications, looking at service messaging, promotions and wayfinding. From this, we recommended a new hierarchy of messaging from top to bottom, inside and out, to give a more enhanced customer journey.
When it came to the design, Wickes’ rugged store environment proved the ideal inspiration. We stripped it right back, using textures and typography that perfectly embrace the brand’s no-nonsense values and complement the products it sells. Concrete, wood and stencilled lettering gave an instantly ownable look and feel for navigation and service messaging. And for promotions, we recommended a simple grid system using red and yellow as the core colours to convey value. Finally, we redefined their tone of voice giving the brand the character it needed to stand up in its new environment.
When the store opened
The results were nothing short of brilliant. The striking new scheme has impressed customers and given the Wickes staff a store they love working in with POS that’s easy for them to implement and maintain. The suite is now being rolled out to Wickes’ legacy stores with a full set of guidelines.
"I’m constantly delighted by how Whippet take a brief and challenge it; they know what will and won’t work for our brand. Not only that, their response times are super fast without ever compromising on creativity."
Head of Customer Experience, Wickes
Our ongoing relationship with Wickes
Our many projects for Wickes include pricing communication strategy and implementation, catalogues, range naming, seasonal and category-specific campaigns.