REPOSITIONING A SHOPPING OUTLET

With effective branding and design

Ross Labels is an out-of-town retail outlet on the edge of Ross-on-Wye in Herefordshire. Considered by some to be one of the most progressive of its kind in the west of England, Labels promotes itself as a shopping destination.

I was invited to help rebrand and reposition the business.

LABELS OUTLET SHOPPING

Labels’ management had noticed the branding and advertising I had created for Pritchards Menswear, and approached me to see if I could help them attract new customers.

It was clear to me that before any further advertising or marketing could take place, the store was in need of rebranding.

The old logo had little relevance to the business name and lacked personality, so I suggested a new brand mark. Designed as an evolutionary step rather than a revolutionary one, it is based on the simple premise that if the business is called ‘Labels’, why not introduce the shape of a label?’

The proposal was accepted without modification by the board who arranged the implementation
themselves.

One million visitors a year

The new cogent branding was implemented across all the store’s marketing channels, including tv advertising, throughout the Midlands and South Wales.

The store attracts over one million customer visits each year.