BACKGROUND

Woodie’s have been market leaders in the Irish home improvement business for over 30 years. Principle worked closely with Woodie's to create their current brand identity that exists across all their marketing touch-points and stores nationwide. So I was very excited when Woodie’s announced they were launching their very own homeware collection and I was to work on creating an identity for their new product lines while working with the Principle team. These three new homeware ranges were created to support the strategic ambitions of Woodie’s as it becomes more inspirational and trend forward in its offering.

THE MONOGRAM COLLECTION

The Monogram Collection is an elegant and traditional range. For this we created a classical clean monogram motif with subtle patterns and a restrained monochromatic colour palette.

THE SCANDI COLLECTION

The Scandi Collection is inspired by nature and is marked by minimalistic forms and symmetrical patterns. It has a predominately pale colour palette with the occasional pop of vibrant colour. The mark we created for this range is based on a classical Nordic font. The dot above the lowercase ‘i’ is capped with a little ring. This is a playful nod to the ring symbol that features in Scandinavian letters such as ‘å’ that looks exotic to many English speakers.

THE COTTAGE COLLECTION

The Cottage Collection is a charmingly vintage and eclectic range with a soft and pretty colour palette. With lots of florals, it derives inspiration from natural materials and traditional elements. We gave this range a hand drawn look with a customised logo that has many flourishes, like the range itself.

STRATEGIC SOLUTION

The overall solution connected these three identities using a simple shared design system. A new single colour ‘wireframe’ version of the main Woodie’s logo was created that would work in tandem with each of these sub-brands. Using this new more neutral logo allowed these new sub-brands to have their own identity traits but also worked to give a clear endorsement by the established Woodie’s brand. Each trend-range mark was also combined with the tag line ‘By Woodie’s’ which helped structure these sub brands internally and to the Woodie’s customer.

These new collections each have their own distinctive personality traits but crucially work in accord with the wider Woodie’s offering. These distinctive marks and patterns combine with hero photography and visual product displays work well to get the personality of these trend ranges across to the customer in-store.

CREDITS

Created at Principle Brand Agency. In-store photography by Gary Belcher. Product lifestyle photography by Marlene Wessels.