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.