Builders revamp their corporate identity, moving to a simpler, single master brand.
Moving away from their range of different brands, Builders, the retail home improvement giant, has combined them into a single master brand representing a singular offering. In addition, the company has modernised its logos with yellow as the predominant colour.
With this change, the range of brands, which includes Warehouse, Express, Superstore and Trade Depot, will simply describe the formats and their relevant offering, leading to the promotion of simplicity over time:
• Warehouse will describe a wide range of products for choice.
• Superstore will refer to Builders’ discount home improvement format with a select choice of products.
• Express will represent a selection of products for home improvement convenience.
• Trade Depot will signify a selection of products especially suited to trade customers or contractors.
Why the change?
Over the last couple of years, Builders has gone through a journey to bring their brands closer with the offering they represent, than they were previously. Customers are not clearly distinct across the brands and from research conducted it was evident that they use the formats interchangeably.
In pursuit of both efficiency and ease of understanding, a single master brand identity system was therefore designed for Builders, representing a singular offering in the home improvement, trade and DIY space.
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