Staples rebrands as Winc after private equity takes local control

Just four months after being acquired by Los Angeles-based private equity firm Platinum Equity, the Australia and New Zealand operations of office supplier Staples has relaunched as Winc.

Futurebrand created the Winc brand in just 100 days

The relaunch of the business, which services some of the largest financial institutions in the country as well as telcos and healthcare providers, has been engineered by Futurebrand working with MullenLowe Profero.

Futurebrand was tasked with differentiating the new brand from competitors and developing a new customer experience with the complete process of brand analysis, research, strategy and naming taking just 100 days.

The Winc brand stands for Work Incorporated which the company said was aiming to be slightly playful in a sector that was often considered unadventurous.

“This brand is designed to bring a breath of fresh air to an industry that has been historically quite traditional and predictable,” Winc CEO Darren Fullerton said.

“It represents our shift from offering products to providing solutions and inspiring a better way for workers and learners to get things done. Working with FutureBrand has been equally refreshing – they got our strategy and culture from the start, and they have worked quickly and closely with the executive leadership team to create a breakout brand identity and experience.”

Richard Curtis, FutureBrand CEO said the brand had been created to stand out.

“In building the Winc brand, we have worked with Darren and the team at Platinum Equity to challenge the category conventions and create a brand that can stand out from the crowd of competitors – from the first click to the last mile,” Curtis said.

“What’s more, by applying our sprint methodology, we have built the brand, its identity and experience for launch in a matter of weeks.”



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