Bensons for Beds
Creating order in a house of brands
The challenge: Solve Bensons for Beds' brand architecture quandary: a house of sub-brands which had grown over time to include many collections, with little differentiation between them and lacking in individual brand identities. Specifically, we needed to rationalise the system of names, articulate each collection and the products within it, and create brand identities for each.
Our approach: Bring structure to brand complexity
1. Strategic brand architecture
​
We addressed the name of each collection within the good, better and best tiering, rationalising each one's association to the masterbrand and making recommendations fitting to its place in the hierarchy
2. Product naming system
​
We examined the products within each collection, renaming those that needed modernising and making them more consistent as a set, creating clarity and cohesion across the product range.
3. Distinctive positioning framework
​
We positioned each collection with a tagline and descriptor to make the benefits really clear, helping customers understand the unique value proposition of each product line.
The solution:
From conclusion to clarity
Tiered collection structure: We established a clear good-better-best tiering system that made the product range easier to navigate and understand.
Modern collection identities: We created mini brand identities for each collection with a more contemporary look and feel that aligned to the new masterbrand identity.
Unique visual elements: Each collection received its own typeface, colour palette and graphical elements, creating distinctive yet cohesive visual identities.
Clear benefit communication: Taglines and descriptors clearly articulated the benefits of each collection, helping customers make informed decisions.
Masterbrand alignment: All collection identities were carefully designed to align with the new masterbrand identity, ensuring a cohesive brand experience.
Simplified shopping experience: The restructured brand architecture made the entire product range easier to shop, helping customers find the right products for their needs.
The results:
A house now back in order
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.
"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."
Lisa Richards, Head of Marketing, Bensons for Beds