A giant brand refresh

 To help Tile Giant with their ambitious plans for store expansion, and to showcase their expanded range of hard flooring, we were commissioned to design a ‘store of the future’ along with a refreshed brand identity. A key part of the brief was to ensure appeal to both trade and retail customers. 

Putting foundations first, we created a brand pyramid to establish a new positioning for the brand: ‘Walls and floors, covered’. We then set about communicating the USPs for both retail and trade, creating new assets to work across both, dialling up inspiration for retail customers, and convenience for trade. 

Our refreshed brand identity also included colour rationalisation across categories and service, plus a new, warmer, punchier TOV. 

The new identity made its debut in the Sutton store. And with the principles captured in a new set of guidelines, Tile Giant now has a brand that’s as polished and shiny as its tiles. 



 “It’s been great working with the Whippet team on our new store format. Lots of creative ideas and so rewarding seeing all the proposals come to life. Very happy with the results. Thank you all!” 

 Kamila Swiatecka 

 Head of Marketing & Brand