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#fansofcannes: Simply Value

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The thing about branding the affordable product space is that it’s difficult to get the tone right in a way that doesn’t seem compromising a la ‘Basics’, devoid of quality a la ‘Value’, or over compensating a la ‘Waitrose Essential Chamomile Ironing Water’.

All the more reason why The Partners and Reed Words ‘Simple Value’ packaging range for Argos, which launched in May last year, was so on point. Combining simplicity of design with emotional narrative, they created an engaging brand identity to work across Argos’ range of affordable homewares, which cleverly reinterpreted what the ‘everyday’ can mean.

Drawing on the universal behaviours around using everyday items, the identity brought each product to life in an emotional context. From pillows, which depict the moments before falling asleep ‘Sheep. Sheep. Sheep. Sleep’, to toilet seats that set the scene ‘Open. Sit. (Ahem). Flush’, the range acted as a celebration of the ordinary, bringing meaning to the mundane.
 

This is an identity that could have easily strayed into the simple-but-boring or indeed patronising space given its almost instructional tone at times, but instead it strikes a perfect balance between simplicity of design, clarity of message and emotional engagement. All the while reflecting the values of Argos itself – Energised, Brave, Smart, Playful - and providing a new canvas on which to do so.

The keys to success:

1. Break the ‘rules’
It’s all too easy to forget that humanity goes a long way to capturing the attention of the shopper. The success of this identity was that it didn’t conform to the established codes of the category. Instead it injected value into ‘value’, and in doing so achieved cut through in a functional space.

2. Show up / Speak up
Too often packaging refreshes depend solely on design to be the representation of the brand. If this identity proves one thing it’s that when brand voice is used in conjunction with design, its effect can be felt far beyond the standard product descriptor.

3. Keep it clean
Never underestimate the influence of clean branding. The temptation is always there to use packaging to say everything, whereas the reality is that it’s almost always better to say less and mean more. So while others battle over price and function, Argos’ Simple Value range reins supreme. Both a fine example of minimalist branding delivered with maximalist impact, as well as brand voice being a powerful tool when deployed with humanity and grounded in purpose.

By Rebecca Ford, Senior Brand Strategist, jkr London

Simply Value, Argos, The Partners (Cannes Lions Winner 2016)

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