"Repositioning an established British retailer. When PW first approached Bathroom Village with a speculative presentation the aim was to challenge their current positioning and refine their future product and brand offering."
With the constant need to stay relevant, Bathroom Village already recognised that they had an opportunity to revamp their existing brand and website. With over 20 years in the Bathroom Industry they are a well-known name and the challenge of creating a more modern but classic new brand was an exciting one. Standing out in a competitive and ‘samey’ sector.
A bold and own-able crest or coat of arms was the starting point for the new look and feel. The crest is a well-known symbol of heritage and in this case promotes the history of the brand. The crest icon itself can then be used as a tool that can bring together the key areas within the business in one simple and easy to recognise device. With a wide selection of bathroom and shower collections, the crest features a droplet or wave pattern (or both) depending on the category the customer is looking at. This principle has been applied across the website design, brochure and stationary elements for a consistent and impactful re-brand.
An additional feature is the layering of the wave or droplet pattern over the existing brand imagery. This works alongside a more traditionally refined font and creates a harmonious contrast to the more modern icon design. Bathroom Village were eager to showcase a more premium look and to remind customers that they are about great service and excellent products as well as competitive prices.
Having inspired the Bathroom Village team, PW then created a brand book to capture the new brand architecture which has then been used to create a new website, a series of adverts, business cards, stationery, and packaging.
A secondary project then included looking at how the new branding could translate into the 3D environment. With today’s savvy customer being more brand aware than ever, it is important that retailers recognise the need for consistency through all touch points with their brand.
With this is mind, PW created a store environment inspired by the idea of a village. The new crest was scaled up and flipped 180 degrees to create a recognisable ‘home’ shape and enable realistic room sets to be created within the space. The scalable design also featured a Bathroom Village hub with interactive touch points, in-store ordering and a ‘deal of the month’ area for maximum customer service and satisfaction.
