The Challenge
From brushware to garden furniture, children’s toys to bedside tables the product portfolio seemed random and disperate from the outside. Further analysis uncovered at least 20 different sub-brands that had been developed over the years across brushware and cleaning products – mainly driven by a need from the sales team to create a ‘story’ or from retailer requests to create specific ranges just for their needs.
Whilst the business was strong, and sales were good, the brand had been weakened to the point that it had very little meaning or awareness with consumers. There was no story or meaning, and no clear way to present all of the products in a clear and meaningful way.