Repositioning and reviving an established London based builders merchants within its highly competitive market.
As the builders merchants market became increasingly competitive, Lords Builders Merchants came in need to reposition and re-identify themselves within their industry. Although they were well established experts with professionalism and heritage, the old logo did not reflect this. The creation of a new refreshed identity clearly became a major necessity, whilst ensuring not to alienate existing customers. Taking certain shape elements and retaining the boldness from the old logo, the result was a clean and authoritative identity with a strap line that encompasses the merchants heritage. The brand mark cleverly plays on the “L” of Lords whilst capturing perspective and structure to echo the nature of Lords Builders Merchants. Along with a clean and clear typeface, we advised them to embrace the colour green for the brand identity to remain familiar, true to its roots, and continue to resonate with the existing customer base. The new identity was rolled out across stores, depots, transportation fleets, packaging, uniform & sponsorship apparel as well as online and offline collateral.
Lords Builders Merchants (via Worth Retail)
Brand identity & guidelines
Identity, brand guidelines, uniform, vehicle wrap, online & offline collateral
