The name for Woolworths’ new hardware retail chain, Masters, was chosen because it stands for strength, intelligence and artistry, according to its designer Hans Hulsbosch, who also worked on the Woolworth’s rebrand in 2009.
The Masters Home Improvement logo, an italicised letter ‘M’, is meant to look like the drill bit of a power tool, he explained to Mumbrella. The name was chosen over a number of options, including Jobos.
“We wanted the name to be simple, strong and contemporary, one that would appeal to both sexes, and a logo that would work as small as an iPhone app or as big as a football field,” said Hulsbosch.
According to Hulsbosch, the name was researched in focus groups to ensure it was sufficiently distinct from rivals such as Bunnings. It was also compared to names of hardware retailers in the US and the UK.
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Hulsbosch worked on the brand identity with head of marketing Luke Dunkerley, Grant O’Brien, the new Woolsworth’s CEO, and Masters COO Melinda Smith. M&C Saatchi, Woolsworth’s creative agency, was not involved in the Masters brand creation process, but is now working on the launch campaign.
The first Masters store is set to open in two months. Masters plans to acquire 150 sites within the next five years, with 14 stores now under construction.
Hulsbosch is also behind the rebrand of Virgin Blue, which is due to be unveiled on Wednesday this week.