Howards Storage World revamps brand
Howards Storage World has revamped its logo and slogan, turning its back on the red, black and blue identity it has used since 1997.
The announcement:
Australian-owned franchise retailer, Howards Storage World, has announced the roll out of a brand-new look for their Australian and global network of stores.
Operating under a red, black and blue identity since 1997, the business will sever ties with its current branding to commence a major overhaul that includes a new logo and slogan, a new colour palette and new store fit-out.
“Our business has continually evolved over the last 14 years, but it is important now that our brand identity reflects our future direction. Our product range and customer offering has expanded, and we are now viewed as a destination where you can not only get clever storage and organisational products, but can consult with an organisational expert,” said Dirk Spence, co-founder and CEO of Howards Storage World.
The evolution of the brand identity is the most meaningful update to the Company’s brand in it’s entire history. The development and roll out has been managed internally by Howards Storage World and headed by Dominic Panetta, Group Marketing Manager.
“Our customer and franchisee focus groups kept delivering us the same message – we needed a more contemporary identity that appealed to our target market of females. One that will hold us in good stead for our future plans”. “We’ve made significant progress over the last couple of years in all areas of our business with a distinct focus on providing organisational solutions for the home and delivering superior customer service. Our new logo and brand
identity reflects the modern retailer that we’ve become.” said Dominic Panetta.A series of key changes have been introduced, including:
A curvy logo and softer colour scheme that acknowledges the brand’s predominantly female shopper; · A new slogan: ‘simply organised’, to better reflect the organisational solutions that the business delivers; · Enhanced customer experience in-store, with the introduction of a customer information and consultation hub.
‘The Organisation Station’ and product communication points to highlight new and sustainable products. Howards has already commenced the roll-out with the re-fit of stores at Robina (Gold Coast, QLD), Bondi (Sydney, NSW) and Port Macquarie (regional NSW), together with a brand new store at Kotara (regional NSW).
The brand new visual identity and implementation process will roll out gradually throughout the network over the coming
years in Australia and internationally.According to Dirk Spence, “We won’t stop here. This is only just the start of a fantastic new journey for our business as we boost our plans to expand our brand across Australia and the globe.”
