Bensons for Beds had a brand architecture quandary: a house of sub-brands which had grown over time to include many collections, with little differentiation between them.
We needed to rationalise the system of names, articulate each collection and the products within them, and create brand identities for each.Bringing structure to brand complexity
We addressed the naming of each collection across the good, better and best tiers, rationalising its relationship to the masterbrand and defining a clear place for each within the hierarchy.
Creating a consistent naming system
We examined the products within each collection, modernising names where needed and making them more consistent as a set to create clarity and cohesion across the range.
Making the difference clear
We positioned each collection with a tagline and descriptor that clearly communicated its benefits, helping customers understand the unique value of each product line.
From confusion to clarity
We established a clear tiering system and restructured the brand architecture, making the entire product range easier to navigate, understand and shop.
Modern, distinctive collection identities
We created mini brand identities for each collection, with a contemporary look and feel aligned to the new masterbrand. Each had its own typeface, colour palette and graphical elements, creating distinctive yet cohesive identities.
Making the benefits clear
We created taglines and descriptors that clearly articulated the benefits of each collection, helping customers understand the differences and find the right products for their needs.
The end result was a clearer brand architecture with collections that are modern and easier to shop, helping customers choose the right product for their needs and budget.
Bensons Sub-Brands
Creating order in a house of brands
Lisa Richards
Head of Marketing
"We came to Whippet for a rebrand – and they knocked it out of the park. Since then, we’ve relied on them for projects that have ranged from the strategic, like rationalising our entire hierarchy of in-store comms, to the creative, like refreshing the identities of all our sub-brands. Their grasp of retail branding and communications is unrivalled, plus they’re great people to deal with."