Storage King unveils rebrand via The Garden Agency

Self-storage company Storage King has unveiled a full rebrand which includes a refresh of its logo, as well as a new brand positioning: ‘The kings of storage, moving & more’.

Storage King has been in the market for 22 years and has over 180 locations in Australia and New Zealand, and CEO Michael Tate said the refresh and new tagline was about positioning the business for a customer-focused future.

“The concept of making the customer the centre of everything we do is a strategic shift. The brand refresh helps this by bringing something new to our staff, our owners, and ultimately our customers,” he said.

Tate said the rebrand reflects the fact that Storage King wants to go beyond the expectations of a self-storage operator.

“People want more today. Simply delivering what they expect isn’t enough. We need to go further to help our customer stress less about storage and have more room to live.”

Storage King worked with The Garden Agency on a new brand toolkit that extends across multiple consumer touchpoints. There is a new logo that sees the Storage King crown separate from the business name, while advertising and digital will roll out over the coming months.

There will also be new store designs as Storage King expands to new locations.

Storage King group marketing manager, Tony Skallias, said it was about unlocking the storage king name within the logo.

“Logos and symbols often embody the values and quality of a brand, so it was important to ensure that the essence of the Storage King brand was not lost in the refresh.

“Not only did we preserve the iconic crown, but we ‘unlocked’ and elevated the Storage King name and more.”

Storage King’s new logo

The Garden Agency partner Jodie Metaxiotis said the rebrand was about getting Storage King front of mind for customers when they think about storage.

“It’s not a question of jumping before you’re pushed with a national brand like Storage King. As sector leaders, we want to help them build on their success by being the first brand to mind when people think of storage,” she said.

Storage King’s media agency of record is Gilbert Media.


Brand strategy and creative: The Garden Agency
Brand Design: Darren Glindemann
Brand Strategy: Jodie Metaxiotis
Brand Voice: Pete Watman (Blood Communications)
Architecture: BN Group
Client: Storage King
CEO: Michael Tate, CEO
Group Marketing Manager: Tony Skallias


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